US retail giants Walmart has been winning significant plaudits of late for the bold new direction undertaken by their advertising campaign, which has been crafted by global advertising kingpins Saatchi & Saatchi. The campaign takes a decisively patriotic stance, and comes fresh off the back of the firms outspoken commitment towards American products. Indeed, Walmart has pledged to spend £250 billion on American products over the next 10 years, which they feel gives them “Licence to move into more high-minded, patriotic advertising,” as was seen on the Winter Olympics campaign (also from Saatchi & Saatchi) celebrating American manufacturing. The ads in question were titled 'Working Man', 'I Am a Factory' and 'Lights On', each of which depict hard-working American men and women during the course of an average day before ending with the slogan; “Actions speak louder than words.”
Walmart has pledged to spend £250 billion on American products over the next 10 years
The new web-based advert from Saatchi takes this patriotic stance to the next level, lending the patriotism a subtle emotional impact that only serves to underline the message. The film in question focuses on disabled factor worker 'Patrick', who was born with his disabilities, but has never allowed them to hold him back from chasing his dreams, even if those dreams are as simple as just being a worker. He says in the voiceover; “When I wanted to work, I got a job. It's a struggle every day, but I still get up because work makes me feel like I'm reaching my goals. I'm part of a team.”
'Patrick', the star of the new ad
The advert ends with an emotional, gut-punch of a punchline, with Patrick proudly stating he has spent his life with people telling him he has a learning disability, but he counters with the line “I guess they're right, because I never learned how to give up.” The ad in many ways harks back to Saatchi New York's own famous Duracell ad fronted by Derrick Coleman which finished with the biting line; “They told me it was over. But I've been deaf since I was 3, so I didn't listen.” The film is followed by the tagline; “Work is a beautiful thing” and the message that the retail kingpin is “Committed to the American factory, and all the people who work there.”
This new direction for the company has seen their public opinion pull a complete 180
It's no secret that Walmart has had its fair share of image problems in recent years. Indeed the company themselves admit that “Walmart has been called many things in recent years and inspirational has not often been one of them,” but this new direction for the company has seen their public opinion pull a complete 180. One YouTube commenter (who shall remain nameless) sums this up perfectly with his tongue-in-cheek statement; “I dislike Walmart, but this was inspirational.”
Official Saatchi & Saatchi Website
Benjamin Hiorns is a freelance writer who as a child, once spent the best part of an an afternoon on holiday in Orlando lost in a gigantic Walmart. He still has nightmares to this day!
