Sam’s Club rarely advertises, much less on primetime, but it’s making an exception Wednesday night with a 60-second spot to run during “Survivor” on CBS honoring efforts of its employees and other retail workers during the coronavirus crisis.
The spot from Mono, Minneapolis, shows Sam’s Club workers stocking stores (including with much-sought-after Clorox Wipes), disinfecting cart handles and loading orders into cars. It calls out many by name and store location as “The Weight” from The Band plays. A tagline extends the salute beyond the Walmart unit to “All the retail heroes across America.” At a time when it’s hard to shoot new ads because of travel and shelter-in-place restrictions, Sam’s captured footage in its stores, which are allowed to stay open as essential businesses.
Besides Wednesday night's airing, the ad will also run in social media, online video and connected TV, says a spokeswoman.