TV Commercial Review
Memorable
Effective
Style
Heart or Humor
Execution
Good
Sam’s Club, a division of Walmart Inc. is debuting its first Super Bowl ad with the help of comedian and actor Kevin Hart alongside his Laugh Out Loud Network. The ad is part of a campaign on gameday highlighting Sam’s Club’s “VIP-worthy” services and merchandise.
In the video above you can watch the 30-sec commercial and the teaser.
The ad showcases Hart shopping under the assumption that he’s receiving a VIP experience because of his celebrity status. Unbeknownst to him, he’s using a service available for members with the Sam’s Club app. The 30-second commercial will air at the two-minute warning in the fourth quarter.
Sam’s Club will carry the VIP theme into gameday by giving fans a chance to score like a VIP.
The ad was created by Sam’s Club’s creative agency VMLY&R with creative ideation from Hart and LOL Studios.
“The timing was right for us,” said Tony Rogers, Chief Member Officer, Sam’s Club. “Sam’s Club has had extraordinary momentum through our last reported quarter; in Q3 we recorded our seventh consecutive of double-digit comps and reported that membership is at an all-time high. It was time for us to highlight our brand on a bigger stage, and the biggest football game of the year gives us the perfect opportunity to reach an incredibly diverse audience of viewers.”
“We’re having a great time with the VIP campaign, and with our partnership with Kevin,” added Rogers. “Sam’s Club is a fun place to shop, and we wanted that to translate in the work that we’re doing with Kevin and in the creative ways we’ll engage with viewers during the game.”
Sam’s Club Super Bowl contest
Sam’s Club is having fun with its ad placement during the two-minute warning in the fourth quarter. Whatever yard line the ball is spotted on at the time the ad airs will be the price new members can pay for a special, limited-time offer for an annual Club membership, so fans should tune in to see what the discount will be. The special Club Membership price will be redeemable in the club only through February 17, 2022 with a minimum price of $1 and a maximum price of $45.*
Super Bowl VIP Prize Packages contest
Sam’s Club is also giving fans a chance to win one of four incredible VIP Prize Packages, including a $25,000 shopping spree at Sam’s Club; a luxury vehicle via the Sam’s Club Auto Buying Program powered by TrueCar; fuel for 50 years at Sam’s Club’s Fuel Stations; and a $50,000 VIP trip – check out Sam’s Club Travel and Entertainment Services. Each VIP prize package is accompanied by a Plus membership to Sam’s Club for 50 years.
To enter to win the sweepstakes, fans can tweet #SamsClubVIP and #sweepstakes on Twitter or add a comment using #SamsClubVIP and #sweepstakes on @SamsClub’s Instagram post beginning February 13 at 6:30 p.m. Eastern. Sam’s Club plans to announce the winners on social media throughout the Super Bowl.
Credits
Client: Sam’s Club
Production Company: Radical Media
Creative Collaboration
Kevin Hart
Thai Randolph – President & COO of Hartbeat and Laugh Out Loud Network
Tina Maher – VP, Integrated Marketing, Laugh Out Loud Network
Joshua Smith – Creative Strategist, Laugh Out Loud Network
Debbi Vandeven – Global Chief Creative Officer, VMLY&R
John Godsey – Chief Creative Officer, North America, VMLY&R
Sherman Winfield – Executive Creative Director, VMLY&R
James Beikmohamadi – Executive Creative Director, VMLY&R
Justin Ebert – Executive Creative Director, VML&&R
Niraj Zaveri – Executive Creative Director, VMLY&R
Anna Taylor – Creative Director, VMLY&R
Daniel Sanders – Creative Director, VMLY&R
Production
Shaun Campbell – Executive Producer, VMLY&R
Terry Miglin – Senior Production Business Manager, VMLY&R
Jessalynn Haas – Senior Production Business Manager, VMLY&R
Michelle Sanchez – Senior Talent Manager, VMLY&R
Dawn Kerr – Senior Talent Manager, VMLY&R
Strategy
Ian Davidson – Chief Strategy Officer, VMLY&R
Juan Mantilla – Managing Director, Strategy and Insights, VMLY&R
Kirin Matarasso – Senior Strategist, VMLY&R
Andrew Snow – Connections Director, VMLY&R
Jasmyn Franks – Connections Supervisor, VMLY&R
CPM
Nicole Friesema – Senior Campaign Program Manager, VMLY&R
Client Engagement
Jen McDonald – Chief Client Officer, North America, VMLY&R
Jordan Cochran – Managing Director, VMLY&R
Heather Chappell – Group Director, VMLY&R
Bailey Lang – Director, VMLY&R
David Farley – Associate Director, VMLY&R
Blake Correll – Account Manager, VMLY&R
