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Campaign
Agency Network: 
Published/Aired: 
September 2014

Description

Film advertisement created by Saatchi & Saatchi, United States for Walmart, within the category: Retail Services.

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Highest Rated

Amanda Janczak's picture

This Wal-Mart ad effectively gets across the message that the store has low prices by showing a touching story with a lot of emotional appeal.

Although Wal-Mart often offers much lower prices than other stores, it is also often criticized for the reasons why it is able to offer such bargains. Common criticisms include the store’s exploitation of workers, wage law violations and foreign product sourcing.

So how is it that Wal-Mart remains one of the most successful companies? One reason is because people value low prices. Everyday low prices are what the Wal-Mart brand is known for. The prices Wal-Mart offers add tangible value, and I think this ad adds psychological value by making the store more appealing. The story in the ad makes the low prices seem more valuable than just saving money by showing what the little girl is able to do because of how much she can buy for a low price.

This ad is an attempt to show the good the store does by offering such low prices. By Wal-Mart giving its customers low prices, the store allows its shoppers to give as well. This depicts the company’s tagline of “Save Money. Live Better.” By saving money, one of the ways customers are then able to live better is by doing good deeds for others because of the affordable items in the store.

According to Dr. Ann Marie Barry, a professor at Boston College, most of what we call the thought process in making decisions is actually trying to rationalize what we have already concluded through our emotional system. Therefore, consumers need to be convinced emotionally. If after watching this ad customers have concluded through their emotional systems that Wal-Mart is doing such a great thing by offering low prices, I think it may convince people to shop at Wal-Mart and keep the customers that the store already has coming back.

I really like the way Wal-Mart found a creative way to advertise what makes many customers want to shop at the store: the everyday low prices.

Amanda Janczak
Activity Score 21
kleenex's picture

This ad was cute.

kleenex
Activity Score 58623
Web Designer/Developer
Brainsugar's picture

oh no...

Brainsugar
Activity Score 1631
Copywriter
morse's picture

Wow, touching.

morse
Activity Score 18121
Art Director |

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

SydRosenfeldt's picture

-.. --- / -.-- --- ..- / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --. / -- --- .-. . / - .... .- -. / -- --- .-. ... . / -.-. --- -.. . ..--..

SydRosenfeldt
Activity Score 4
Producer/Director
Amanda Janczak's picture

This Wal-Mart ad effectively gets across the message that the store has low prices by showing a touching story with a lot of emotional appeal.

Although Wal-Mart often offers much lower prices than other stores, it is also often criticized for the reasons why it is able to offer such bargains. Common criticisms include the store’s exploitation of workers, wage law violations and foreign product sourcing.

So how is it that Wal-Mart remains one of the most successful companies? One reason is because people value low prices. Everyday low prices are what the Wal-Mart brand is known for. The prices Wal-Mart offers add tangible value, and I think this ad adds psychological value by making the store more appealing. The story in the ad makes the low prices seem more valuable than just saving money by showing what the little girl is able to do because of how much she can buy for a low price.

This ad is an attempt to show the good the store does by offering such low prices. By Wal-Mart giving its customers low prices, the store allows its shoppers to give as well. This depicts the company’s tagline of “Save Money. Live Better.” By saving money, one of the ways customers are then able to live better is by doing good deeds for others because of the affordable items in the store.

According to Dr. Ann Marie Barry, a professor at Boston College, most of what we call the thought process in making decisions is actually trying to rationalize what we have already concluded through our emotional system. Therefore, consumers need to be convinced emotionally. If after watching this ad customers have concluded through their emotional systems that Wal-Mart is doing such a great thing by offering low prices, I think it may convince people to shop at Wal-Mart and keep the customers that the store already has coming back.

I really like the way Wal-Mart found a creative way to advertise what makes many customers want to shop at the store: the everyday low prices.

Amanda Janczak
Activity Score 21
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