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The cutest Walmart commercial ever?

I’ve been watching Walmart commercials my entire life, and I can’t think of a single one that’s struck me as memorable. Until now. Here’s a tender, sweet Walmart ad that is also really funny.

(Watch the spot on YouTube.)

This is the best in a series of new Walmart ads by The Martin Agency of Richmond, Va. Deric Nance is the copywriter.

Each ad is three parts. The first part is an announcer reading off a list of items as they go down a checkout conveyor. (“A venus razor. Cover Girl makeup. Olay anti-aging cream.”) The second is a little sketch of people using those items. And the third part is a voiceover announcing Walmart’s value positioning (“Ad Match guarantee,” “Save money, live better,” etc.).

In this ad, the middle part is the best, especially given the limited time it’s allowed. You get an entire little story with a setup and a payoff, told in just 16 seconds, and just 30 words.

“What’s that for?”
“It helps me look younger?”
“Does it work?”
“Um-hum.”

“Grandpa’s going to be so happy when he wakes up.”
“Yeah. He’s going to look like a baby.”

What a difference the right child actor makes! (See also: The little kid in Volkswagen’s “The Force” spot from earlier this year.)

Here the Walmart girls totally steal the ad with the delivery of their lines. Director Brian Aldrich tells Adweek that the child actresses were not in on the joke—they were told the cream actually worked, which is why they sound so convincing.

Who created this ad?

Agency: The Martin Agency, Richmond, Va.
Chief Creative Officer: John Norman
Group Creative Director: Joe Alexander
Creative Director: Vanessa Fortier
Associate Creative Director: Trent Patterson
Senior Art Director: Matt Davis
Copywriter: Deric Nance
Art Director: John Szalay
More credits at Adweek.

Who signed off on it?

Greg Warren, Vice President, Creative at Walmart

* * * *

Bonus: The checkout-aisle-as-storytelling-device reminded of this classic 2006 Super Bowl commercial, featuring Richard Dean Anderson as MacGyver for MasterCard:

— By Daryl Lang. Filed under Television

9 comments

  1. Red Stapler says:

    They did a similar ad with green shades of housepaint and eggs for Easter.

    It was my favorite Easter-themed ad this year.

  2. Leslie Hughes says:

    i agree…though i can’t get behind wal-mart as a company, their advertising has been strong lately. the camouflage easter eggs was adorable, and this one with grandpa on the couch had me seriously laughing out loud.

  3. Best commercial I have seen in a long time.

  4. Kris Faux says:

    I write ad copy for a radio station and I just want to say this is bar none the best ad I’ve ever seen, I have watched it over and over, I can’t get enough!!!!!!Congrats to the masterminds behind this ad!!!!!

  5. amber says:

    My daughter has been raving about some under eye cream…after seeing this I can’t help but laugh…

  6. Kaitie says:

    I really love it when the little girl goes he’s gonna look like a baby

  7. uouioyu says:

    i know that little girl who said granpappy is goin to look like a baby but

  8. Scott Lahti says:

    Grandpa reminds me of Fred Sanford.

  9. Valerie says:

    I really don’t like walmart sorry but their commercials are actually pretty good and this is the best! it’s so cute!

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