Walmart Super Bowl
WHEN: 2021
CLIENT: Walmart
AGENCY: FCB
MY ROLE: SVP/Creative Director
WHAT:
We launched the Spark campaign to change the perception of Walmart as a soulless corporate behemoth. We created several TV spots, including a Super Bowl spot, showing how Walmart is part of communities across America.
RESULTS:
Campaign exceeded benchmarks in likeability, purchase intent, and relevance; and achieved breakthrough brand perception surpassing both Amazon and Target.
When covid hit, we put together a video of Walmart employees singing “Lean On Me” to America.
It went viral.
