Cost Plus World Market’s campaign “The Performance” uses a heartfelt narrative to reinforce the brand’s promise of inspiring joy and meaningful connections during the holiday season. By telling the story of a young boy practicing his trumpet recital for an unusual audience of llamas, the campaign conveys themes of encouragement, creativity, and the warmth that comes from unexpected support. This aligns with the brand’s emphasis on offering unique and globally inspired holiday décor and gifts that help consumers create memorable, joyful experiences at home.
Strategically, the campaign leverages an emotional storytelling approach within a long-form digital short film distributed primarily through digital and social media channels such as YouTube, Hulu, Facebook, and Instagram. The creative angle taps into the universal experience of holiday traditions and the vulnerability of performing or giving during this sentimental time. The use of llamas as an imaginative audience adds a whimsical, distinctive element designed to capture attention and foster shareability. Targeting is broad yet focused on holiday shoppers seeking inspiration and a sense of warmth and community, particularly those drawn to unique, culturally diverse holiday décor. By linking the narrative to a suite of holiday decoration products on its website, the campaign connects emotionally driven content with direct commerce opportunities, enhancing brand affinity while driving seasonal sales.
FORMAT#5 EXEMPLARY STORY — Tells a story where the product plays a vital role in the plot or resolution.
This campaign is best identified as an Exemplary Story because it presents a clear narrative arc: a young boy overcomes nerves to prepare for his holiday trumpet recital, unexpectedly finding support from llamas, culminating in a confident on-stage performance. While the branded product (holiday décor, ornaments, etc.) isn’t literally demonstrated, the emotional journey—the joy, inspiration, and holiday spirit—maps directly onto Cost Plus World Market’s core positioning. The brand is woven into the resolution as the source of “joy you’ll bring,” making the product central to the story’s payoff.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. IKEA – Market Positioning
IKEA positions itself as a global leader in affordable, modern, and functional home furnishings with a strong emphasis on Scandinavian design. It differentiates through its flat-pack furniture, self-assembly model, and large warehouse-style stores that offer a wide range of home goods at accessible prices, appealing to budget-conscious, style-savvy consumers.
2. Pier 1 Imports – Market Positioning
Pier 1 Imports focuses on unique, globally inspired furniture and décor with an emphasis on artisanal craftsmanship and eclectic styles. The brand positions itself as a destination for distinctive, colorful, and culturally diverse home goods that add personality and charm, targeting consumers seeking authentic, international flair for their living spaces.
3. Crate & Barrel – Market Positioning
Crate & Barrel is positioned as a premium retailer offering modern and contemporary home furnishings and décor with a focus on quality, design sophistication, and functional style. The brand appeals to design-conscious consumers looking for curated collections that blend timeless elegance with everyday usability.
4. World Market (Competitor to itself, for comparison) – Market Positioning
Cost Plus World Market brands itself as a global marketplace offering affordable, artisanal, and unique home furnishings, décor, and gourmet foods sourced from around the world. Its strategic angle emphasizes discovery and cultural inspiration, appealing to adventurous shoppers inspired by international trends and distinctive craftsmanship.
5. HomeGoods – Market Positioning
HomeGoods positions itself as a value-driven off-price retailer offering a constantly changing inventory of premium brand-name furniture, décor, and accessories at discounted prices. It differentiates by combining treasure-hunt shopping experience with deep discounts, attracting deal-seeking consumers who prioritize variety and affordability without sacrificing quality.
Q: What is The Performance about?
A: The Performance is a three-minute digital short film campaign created by BarrettSF for Cost Plus World Market and released in the United States in 2017. The narrative centers on a young boy who, while nervously preparing for his holiday trumpet recital, finds unexpected encouragement from a herd of llamas in his backyard. As the boy’s confidence grows with each practice session, supported by his whimsical audience, he ultimately delivers a triumphant holiday performance. The campaign was distributed as a long-form ad on YouTube and supported by teaser trailers across multiple digital and social platforms, aiming to capture the warmth and inspiration of the festive season.
Q: What creative device does The Performance use?
A: The Performance employs the Exemplary Story format, classified as FORMAT#5 in Clapboard’s 12-format taxonomy. This approach centers on a clear narrative arc in which the product or brand promise plays a vital role in the plot or resolution. In this campaign, the emotional journey of the young boy—gaining confidence through the support of llamas—mirrors the holiday joy and inspiration that Cost Plus World Market seeks to evoke. The brand’s seasonal offerings are woven into the story’s resolution, making the product central to the payoff without overt demonstration.
Q: What is the campaign proposition for The Performance?
A: The campaign proposition for The Performance positions Cost Plus World Market as a source of joy and meaningful connection during the holiday season. By telling the story of a boy who finds encouragement and community in an unexpected place, the brand aligns itself with themes of inspiration, creativity, and warmth. This narrative is designed to resonate with holiday shoppers seeking unique, globally inspired décor and gifts, reinforcing the idea that World Market’s products help create memorable and joyful experiences at home during the festive period.
Q: How does The Performance rank in Clapboard's archive?
A: The Performance holds a Clapboard Campaign Score of 69/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as evaluated by Clapboard’s curatorial standards.
Q: Who are the competitors in Cost Plus World Market's category?
A: In the retail home décor and furnishings category, Cost Plus World Market competes with several key brands. IKEA is recognized for its affordable, modern furnishings and flat-pack model, appealing to budget-conscious consumers. Pier 1 Imports focuses on globally inspired, artisanal décor for shoppers seeking distinctive international flair. Crate & Barrel offers premium, design-focused collections targeting those who value quality and sophistication. HomeGoods delivers a value-driven, treasure-hunt experience with discounted premium brands, attracting deal-seeking shoppers who prioritize variety and affordability.
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