Walmart is aiming to transform its upcoming advertising campaign into a captivating viewing experience, likening it to a television series rather than traditional commercials.
The retail giant plans to entice customers with a ten-part series of ads designed to promote Black Friday deals available in its stores.
The campaign features a star-studded cast, including Taye Diggs, Lisa Rinna, Ian Somerhalder, Anthony Ramos, Chad Michael Murray, Jake Shane, and Walton Goggins. Each vignette is crafted to evoke popular shows like “Bridgerton,” “Yellowstone,” “Friday Night Lights,” and “Vampire Diaries.” Each advertisement will not only showcase enticing Black Friday offers but also provide a teaser for the next installment in the series. The first ad is set to debut on Monday.
William White, chief marketing officer of Walmart U.S., explained the strategy behind the campaign. “The holidays are an incredibly busy time of year for people and an incredibly cluttered time of year for advertisers,” he said. To stand out during Black Friday and generate excitement about their deals, Walmart is focusing on innovative creative content that encourages conversation and engagement. The ads will highlight various deals, including discounts on products like the Apple iPhone 13 and Jessica Simpson women’s puffer coats.
Walmart is adjusting its Black Friday approach this year. In previous campaigns, the retailer garnered attention by reuniting actors from iconic films such as “Mean Girls” and “Office Space.” This year, White believes that the familiarity of beloved TV series will resonate even more with viewers. “We see that our customers love chapter-based storytelling. It has resonated with them,” he noted.
The ads will be prominently displayed across various platforms, not just on television. They will also appear on TikTok and YouTube, alongside special outdoor advertising in major cities like New York and Los Angeles that mimics promotional billboards for new TV shows.
Walmart recognizes the importance of capturing consumer attention during this critical shopping period. “The fourth quarter is a very big part of our business,” White emphasized. With the holiday season becoming increasingly competitive—especially with Amazon Prime Video’s new “Black Friday” NFL game—Walmart is determined to make a significant impact this year.
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