Sept. 10, 2020
By William White, Chief Marketing Officer, Walmart U.S.
The average family spends 2.5 hours per week shopping. Think about that. That’s a lot of time … 130 hours per year to be exact. When we asked our customers what they would do if we could give them back this time, they unanimously said they’d spend it on the things that really matter to them. Things like family, friends and community. That’s where our new campaign, “A Different Kind of Membership,” begins.
The campaign features 22 families who are as diverse as the customers we serve and, in many ways, represent America – Asian American, Black, Latinx, white and multi-racial families, new and single parents, multigenerational households and families with members with disabilities, for example. It captures a snapshot into their authentic, chaotic and beautiful lives, from everyday moments, like family dinners, to monumental ones, like the homecoming of a newborn baby. It shows how, despite our differences, Walmart+ enables us to do more of what matters most to all of us – spending time with loved ones.
The commercials were created by award-winning husband and wife filmmaking duo, Daniel and Katina Mercadante. Following all COVID-19 safety production protocols, their two-person crew became embedded into the families’ everyday lives and generated over 100 hours of unscripted footage and 30 hours of audio interviews. This resulted in the first documentary-style ad campaign for Walmart.
Our “Different Kind of Membership” campaign is extensive – our biggest of the year – and spans broadcast, digital, social, radio and experiential, with the first 60-second commercial airing during tonight’s football season opener.