Walmart is turning up the entertainment factor for Black Friday this year with its new “advertainment” series, Deals of Desire. This playful 10-part series combines humor with high-stakes shopping scenarios to parody popular TV shows and give customers a sense of the drama behind scoring the season’s best deals. With characters reminiscent of hits like Bridgerton, Yellowstone, and The Vampire Diaries, Walmart is taking a new approach to make Black Friday deals more engaging than ever.
A Star-Studded Cast Brings the Drama
The Deals of Desire campaign features well-known actors like Walton Goggins (Justified), Taye Diggs (All-American), Lisa Rinna (The Real Housewives of Beverly Hills), Ian Somerhalder (The Vampire Diaries), Anthony Ramos (Hamilton), and Chad Michael Murray (One Tree Hill). TikTok sensation Jake Shane also makes an appearance, highlighting Walmart’s aim to connect with audiences across various media platforms. Together, these actors create a comedic yet intense atmosphere in the series, celebrating Black Friday shopping as an “epic quest” for the best deals.
“Everyone loves a bit of drama, and with Deals of Desire, we’ve captured the exhilaration and ‘main character energy’ customers feel as they embark on their Black Friday adventures,” said Walmart U.S. CMO William White. The campaign, designed to infuse shopping with the excitement of a binge-worthy show, reflects Walmart’s strategy to bridge content and commerce in fresh, innovative ways.
A Multi-Platform Rollout for Maximum Impact
Walmart is rolling out Deals of Desire across multiple channels, including TV, YouTube, TikTok, and out-of-home locations like bus shelters. The campaign’s out-of-home placements will mimic the feel of traditional TV show promotions, with bus wrappers and shelters dressed up to look like they’re advertising new series. Walmart’s Black Friday deals start on Nov. 11 and Nov. 25 for Walmart+ members and open to all shoppers on Nov. 16 and Nov. 25. Cyber Monday deals kick off Dec. 1 at 5 p.m. ET for members and 8 p.m. ET for all customers, marking the brand’s most anticipated shopping days.
Walmart’s Creative Push This Holiday Season
Deals of Desire is part of Walmart’s broader holiday marketing campaign, which aims to bring warmth and familiarity to its branding. Earlier commercials in this campaign have featured heartwarming gift-giving moments alongside pop-culture references from shows like The Simpsons and National Lampoon’s Christmas Vacation. This strategy reflects Walmart’s commitment to evolving its marketing approach, as David Hartman, Walmart’s Vice President of Creative, explained: “We’re always looking for ways to get closer to the customer and bridge the gap between content and commerce.”
As Walmart enters the holiday season, its focus on delivering both value and entertainment is clear. With Deals of Desire, the retailer not only celebrates the thrill of Black Friday shopping but also reinforces its connection with customers by tapping into popular culture.
For more details, read about the campaign on Marketing Dive.