See Sam’s Club holiday film starring Kevin Hart

The Walmart-owned club store chain is hosting a series of events for its holiday campaign, 'Merry Like This'

Published On
Nov 21, 2022

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Sam’s Club is kicking off its holiday marketing push with a short film starring comedian Kevin Hart created in partnership with his production company Hartbeat.

The two-minute film sees Hart being faced with unexpected house guests during the holidays, including his daughter’s new boyfriend, played by “Black-ish” and “Grown-ish” actor Marcus Scribner. In the ad, Hart and Scribner make a run to Sam’s Club, and use the retailer’s Scan & Go feature, skipping traditional checkout.

The film will run in select theaters across the country starting today, including AMC, Cinemark, Regal and Skylight. A 30-second version of the ad will also run online and on connected TV. 

“We thought there was a tremendous opportunity from the fact that people have, over the course of this year, gotten to see Kevin do a lot of acting in movies,” said Ciara Anfield, Sam’s Club VP and chief member and marketing officer, in an interview. “That paralleled with the idea that we have so much to be proud of with the journey that the company and brand have been on, and we wanted to highlight it on the big screen, including the improvements in quality, continuing to bring disruptive prices to our members, and renovation or remodeling.”

The campaign, “Merry Like This,” developed by Sam’s Club’s creative agency of record, WPP's VMLY&R, also includes the expansion of the chain’s live shopping events. The brand created a live shopping platform. Its first seasonal shopping event was filmed in Salt Lake City, tapping both local influencers from the area and those out of state to connect with members and attract the attention of potential shoppers. Sam's Club will host an additional live shopping event beginning on Thanksgiving.

Sam’s Club is also hosting its first Scan & Go holiday sweepstakes, a weekly chance for customers who use Scan & Go to win the amount of their transaction up to $500. A grand prize winner, first prize winner, and second prize winner will be awarded prizes of $50,000, $25,000 and $10,000, along with a lifetime membership to Sam’s Club.

This month, Sam's Club put both its media account and creative accounts, handled by Haworth and VMLY&R, into review. Sam’s Club has been spending more on measured media this year than ever before. In the third quarter, Sam’s Club’s same-store sales grew at a faster clip than those at larger corporate sibling Walmart U.S.

Walmart is also using a movie-themed approach this holiday season in ads starring Gary Cole and others from "Office Space." Walmart's holiday work comes from Publicis and Lopez Negrete Communications. 

Credits

Date
Nov 21, 2022
Client :
Sam's Club
Agency :
VMLY&R
CCO :
John Godsey
Executive Creative Director :
Sherman Winfield
Executive Creative Director :
James Beikmohamadi
Creative Director :
Anna Taylor
Creative Director :
Daniel Sanders
Group Creative Director :
Alice Jankowski
Associate Creative Director :
Erin Fillingim
Associate Creative Director :
Evan Miguel
Managing Director Client Engagement :
Kara Nelson
Group Director Client Engagement :
Heather Chappell
Senior Account Manager :
Megan Bartolac
Business Affairs :
Tatyana Burtman
Senior Campaign Program Manager :
Nicole Friesema
Executive Music Producer :
Theresa Notartomaso
Music Production Assistant :
Karli James
Executive Producer :
Pam Pietrowski
Executive Producer :
Tyler Smith
Senior Talent Manager :
Gordon Corte
Co-Founder :
Jack Ormandy
Co-Founder :
Lucas Keller
Head of Creative Licensing :
Meirav Savyon
Creative & Licensing Manager :
AJ Jiron
Music Performed and Written :
KIRBY
Music Writer :
ALLISTER X
Produced by :
ALLISTER X
CEO :
Thai Randolph
SVP Head of Branded Content and Creative Strategy :
Brian Price
SVP Head of Partnerships :
Steve Loguidice
SVP Head of Physical Production :
Ty Walker
VP Integrated Marketing and Monetization :
Tina Maher

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