Sam’s ClubTM Debuts First-Ever Big Game Commercial
January 19 2022 - 9:00AM
Business Wire
Actor/Comedian/Entrepreneur Kevin Hart stars
alongside warehouse club’s popular Scan & GoTM service in :30
Spot
Sam’s Club, a division of Walmart Inc. and a leading membership
warehouse club, is debuting its first big game 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 members.
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20220118005380/en/
Sam's Club, a division of Walmart Inc.
and a leading membership warehouse club, is debuting its first big
game ad with the help of comedian and actor Kevin Hart alongside
his Laugh Out Loud Network. (Photo: Business Wire)
“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.”
Sam’s Club is strategically focused on delivering convenience to
its members through digitally-enabled shopping experiences, so the
warehouse club is using its airtime to highlight Scan & Go, its
popular in-app shopping feature that lets members scan products and
skip the checkout line when shopping in club.
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. Full details will be shared when the
full ad is revealed in a few weeks.
“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.”
The ad was created by Sam’s Club’s creative agency VMLY&R
with creative ideation from Hart and LOL Studios. For multimedia
assets, including a teaser for the ad, visit the Sam’s Club
newsroom.
Full Credits
- Client: Sam’s Club
- Production Company: Radical Media
- Creative
- 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, VMLY&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
About Sam’s Club
Sam’s Club®, a division of Walmart Inc. (NYSE: WMT), is a
leading membership warehouse club offering superior products,
savings and services to millions of members in nearly 600 clubs in
the U.S. and Puerto Rico. Now in its 39th year, Sam’s Club
continues to redefine warehouse shopping with its highly curated
assortment of high-quality fresh food and Member’s Mark items, in
addition to market leading technologies and services like Scan
& Go, Curbside Pickup and home delivery service in select
markets. To learn more about Sam’s Club, visit the Sam’s Club
Newsroom, shop at samsclub.com, and interact with Sam’s Club on
Twitter and Facebook.
About Laugh Out Loud
Laugh Out Loud is a comedy brand and multi-platform
entertainment company dedicated to keeping the world laughing
together. Founded by comedian, actor, and producer Kevin Hart, LOL
delivers the best in comedic content and experiences across its
multiple divisions—LOL Audio, LOL Network, LOL Studios, and LOLX.
From stand-up legends to the next generation of comedic talent, LOL
curates comedy’s boldest voices to produce original scripted and
unscripted series, stand-up specials, radio shows and podcasts,
live broadcasts, experiential activations, and more. LOL content is
distributed to a diverse, global audience of more than 100 million
fans across the LOL OTT Network of FAST Channel partners including
Pluto, Peacock, Tubi, Roku, Xumo, Redbox, and more. LOL Audio has
access to an additional 100 million listeners via partnerships with
SiriusXM, Stitcher, and Pandora. Known for content such as Cold As
Balls, What the Fit, Comedy in Color, Die Hart, and more, the
company has amassed more than 1 billion video views across its
digital platforms, and has worked with brand partners such as
AT&T, Headspace, Lyft, Old Spice, P&G, Viacom, and more.
Find us online at www.laughoutloud.com or on Facebook, Instagram,
TikTok, Twitter, YouTube, and Snapchat via @lolnetwork.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20220118005380/en/
Erin Hulliberger Sam’s Club Media Relations 1-800-331-0085
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