Walmart’s first Super Bowl commercial ramps up its pre-game ad from last year, using a host of pop culture references to tout its convenient curbside pickup services in the face of increasingly aggressive competition from Amazon.
Using characters from famous films including “Toy Story,” “Star Wars,” “Back To The Future” and “Bill & Ted’s Excellent Adventure,” the 60-second spot from Publicis Groupe’s Department W makes it known that online orders from Walmart can be retrieved from the convenience of the parking lot—whether you’re in a car or a spaceship.
Walmart’s national Super Bowl ad comes as the mega-retailer’s top rival, Amazon, has been boosting its TV ad spending to promote free two-hour grocery delivery for Prime members.
In addition to its “Famous Visitors” spot, which aired in the first quarter, the Bentonville, Ark.-based company aired another 60-second ad that falls just short of a nationwide buy, with airings in 90 local markets covering 80 percent of the U.S. population during the game.
That spot, “United Towns” from FCB, focuses on Walmart as a national unifier due to its central presence in towns across the country.
AGENCY: Publicis Groupe’s Department W
QUARTER AIRED: Q1
SUPER BOWL: LIV