Walmart has launched its 2024 holiday marketing campaign, aiming to create heartwarming moments of gift-giving while weaving in popular culture references. The campaign was revealed on Sunday, showcasing scenes where shoppers find the perfect gifts for their loved ones, blending emotional connections with iconic pop culture moments.
Directed by Alexander Payne, the 60-second main spot captures heartfelt exchanges between Walmart customers, paired with nostalgic clips from classic TV shows and movies like “Gilmore Girls,” “The Simpsons,” and “SpongeBob Squarepants.” The ad reflects a warm, festive atmosphere, invoking the “feeling seen” sentiment that comes from understanding what makes each gift recipient feel special.
David Hartman, Walmart’s Vice President of Creative, explained, “We’re always looking to build an emotional connection between our brand and the customer.” This approach has led to a campaign that doesn’t just focus on products but aims to resonate culturally with the audience.
The campaign debuted during NBC’s “Sunday Night Football” with a 30-second version of the ad. Walmart has also prepared 15 short videos featuring different characters and shoppers, all under the slogan “Gifts That Show You Get Them.” The ad series was developed by multiple agencies under the Publicis Groupe, including Fallon, Publicis New York, and Digitas, ensuring a diverse creative perspective.
Walmart’s Strategy: Merging Culture and Commerce
Walmart’s holiday campaigns have increasingly embraced Hollywood themes, and this year is no different. Last year’s Black Friday campaign saw the retailer reenact a classic scene from “Mean Girls” with original cast members, a tactic they plan to iterate and surpass this season. Hartman highlighted Walmart’s goal of creating ads that not only fit into the holiday spirit but also stand out creatively in a crowded retail market.
“From a creative standpoint, it’s always about: How can you beat what you did last year?” Hartman said, emphasizing the need for campaigns that feel culturally relevant.
Price and Accessibility Remain Key Focuses
Even as Walmart leans into nostalgic and cultural elements, affordability remains at the forefront of their strategy. According to Hartman, price consciousness continues to drive consumer behavior, with Bankrate data showing that many shoppers begin their holiday buying as early as August. Walmart responded by releasing its toy catalog on September 9, reflecting the early start to holiday shopping trends.
A Truly Omnichannel Approach
To ensure broad reach, Walmart’s holiday campaign will span various platforms, including social media, online videos, and in-store integrations. This omnichannel strategy allows Walmart to connect more deeply with customers, delivering memorable stories during key shopping periods like Black Friday and Cyber Monday.
Walmart’s 2024 effort also brings back learnings from last year’s successful social series, “Add to Heart,” which combined the coziness of romantic comedies with shoppable video formats. Hartman pointed out, “We’re always looking for ways to get closer to the customer and bridge the gap between content and commerce.”
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