Who: Walmart Canada, with Cossette for strategy and creative; Merchant for production (directed by Patrick Daughters); Saints Editorial, A52 and Berkley for post-production; and Starcom for media.
What: The retailer's new holiday campaign, led by two pieces of creative—one focused on toys called "Misfit Toy," and another called "Larry" focused on its December Dollar Days event.
What: The retailer's new holiday campaign, led by two pieces of creative—one focused on toys called "Misfit Toy," and another called "Larry" focused on its December Dollar Days event.
When & Where: The campaign is in market now, with "Misfit Toy" running across TV/online video and cinema, as well as paid and organic social, and "Larry" running across TV and online video until Dec. 24.
Why: Toys are a big part of Walmart's business, particularly at this time of year, and the retailer is presenting its toy department as a magical place bringing a sense of enchantment to Canadian households. The spot featuring Teddy is also showcasing its assortment of gifts and delivery options.
"Larry," meanwhile is a more promotional ad highlighting last-minute gifts and gifting solutions for less than $10.
"It’s becoming harder and harder to pull off the kind of Christmas families want for their loved ones, which is why the holiday season is so important to Walmart,” said Agatha Wronecka, Walmart's VP, marketing communications. "We know we can play a small role in helping Canadians get everything they want and need to make the holiday special for their loved ones, at the best possible prices. We want everyone to have the Christmas they’ve imagined.”
How: Soundtracked by the James Brown song "Please Come Home for Christmas," the "Misfit Toy" spot opens on Walmart's mascot, Teddy, helping ship toys to kids across the country. As dinosaurs, robots, jet planes, Pokemon, etc jump off the shelves and into boxes destined for kids across the country, one plush toy named "Bernice" grows sad when the last shipping label is gone and it seems she has nowhere to go.
Her sadness is only temporary, however, as it's revealed that the shipping label is actually stuck to Teddy. The spot ends with a young girl delightedly opening the box containing Bernice on Christmas morning.
"Larry," meanwhile, features a man confidently striding into a Walmart store just 10 minutes before closing to accomplish his last-minute shopping needs. As bemused associates watch, Larry quickly fills his cart with gifts, decorations and wrapping needs before strolling out of the store just as the lights go out. "There goes our boy," says one associate.
And we quote: "With a lot of parents worried about making Christmas count this year, we wanted to ease a bit of the concern. The moral of the story? When you Christmas with Walmart, no one gets left behind." — Dana Ciani and Alyssa Graff, creative directors, Cossette
[videopress XPjmYjQE]
