Who: Cossette is in charge of strategy and creative for Walmart Canada. Production for Merchant (directed by Patrick Daughters). Post-production was handled by Saints Editorial, A52, and Berkeley. Starcom for media.
what: The retailer’s new holiday campaign is led by two creatives, one focused on a toy called “Misfit Toy” and the other “Larry” focused on December’s Dollar Days event. It’s called.
when and where: The campaign is currently running, with “Misfit Toy” running on TV/online video and movies, paid and organic social, and “Larry” running on TV and online video until December 24th.
why: Toys are a big part of Walmart’s business, especially at this time of year when the company is presenting its toy aisle as a magical place that brings a sense of magic to Canadian homes. Spots featuring Teddy also feature a variety of gift and delivery options.
“Rally,” on the other hand, is a more promotional ad that emphasizes last-minute gifts and gift solutions under $10.
“It’s becoming increasingly difficult for families to provide the kind of Christmas they want for their loved ones, which is why the holiday season is so important to Walmart,” said Agatha Ronecka, Walmart’s vice president of marketing communications. “We’re excited to play a small role in helping Canadians get everything they need to make the holidays special for their loved ones, at the best possible price. I know. I hope everyone has the Christmas they’ve always dreamed of.”
how: Soundtracked by the James Brown song “Come Home for Christmas,” the “Misfit Toys” spot begins with Walmart’s mascot, Teddy, helping ship toys to children across the country. Masu. As dinosaurs, robots, jet planes, Pokemon and more fly off shelves and into boxes delivered to children across the country, a stuffed animal named Bernice appears to have nowhere to go after her last shipping label is missing. It makes me sad.
However, her sadness is only temporary as it is revealed that the shipping label was actually affixed to the teddy. The spot ends with a young girl happily opening the box containing Bernice on Christmas morning.
Meanwhile, “Rally” features a man who confidently struts into a Walmart store 10 minutes before closing to accomplish his last-minute shopping needs. As confused employees looked on, Larry quickly filled his cart with gifts, decorations, and wrapping supplies and left the store just as the lights went out. “Our son is leaving,” says one employee.
And quote as follows: “Many parents are worried about making Christmas a big deal this year, so we wanted to alleviate some of those concerns. The moral of the story? Who cares when you spend Christmas at Walmart?” No one is left behind.” — Dana Ciani and Alyssa Graff, Cossette Creative Directors
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