Sam’s Club is launching its first-ever Super Bowl spot, turning to actor, comedian and entrepreneur Kevin Hart to create and star in an ad.

The 30-second commercial, which will run at the two-minute warning in the fourth quarter of the Feb.13 broadcast on NBC, features Hart shopping under the assumption that he’s receiving a VIP experience because of his celebrity, not knowing that he’s using a service available for all members via the Sam’s Club app—its Scan & Go checkout function.

The campaign was developed with WPP’s VMLY&R, the agency that won the retailer’s assignment last year following a review.

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The idea of general customers getting the same treatment as VIPs has become a popular theme in ads on heavy rotation during football broadcasts this year. The concept has been a staple of current campaigns both for State Farm and AT&T.

Sam’s, a unit of Walmart, is a top-six retailer in its own right but has long been overshadowed by its giant sibling. Walmart, which has run Super Bowl ads in years past, has yet to say if it plans to be in the game this year.

“The timing was right for us,” Tony Rogers, chief member officer of Sam’s Club, said in a statement. “Sam’s Club has had extraordinary momentum through our last reported quarter; in Q3 we recorded our seventh consecutive [quarter] 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.”

A Super Bowl appearance is a major shift for Sam’s, which did almost no media advertising prior to Rogers—a former chief marketer at Walmart—arriving at the club chain in his current role in 2018.

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The ad continues a “VIP campaign” and relationship with Hart and his Laugh Out Loud Studios that began with holiday advertising in November. Hart and LOL provided “creative ideation,” working with VMLY&R, Sam’s said in a statement. Academy Award-winning studio Radical Media is handling production.