Sam’s Club launches advertising and VIP experiences ahead of the big game


BENTONVILLE, Ark., January 31, 2022 /PRNewswire/ — Sam’s Club, making its advertising debut at the biggest football game of the year, pre-released their 30-second spot today and revealed more details about its plans to engage viewers throughout the Big Game.

“There is incredible excitement around the game, and we wanted to look at ways to reach fans – both current members of Sam’s Club and potential new members,” said Tony RogerChief Member Officer, Sam’s Club, “Our social strategy gives us the space to do just that, while also highlighting some of our amazing merchandise and experiences that members can access every day with a Sam’s Club membership.”

Star actor, comedian and entrepreneur Kevin Hart, the “Like a VIP” spot highlights the functionality of the warehouse store’s Scan & Go™ application which allows its members to skip the traditional queue when shopping in the club. The ad tracks Hart shopping like a VIP, ignoring that the feature is available to everyone. The 30-second ad will air after the two-minute warning in the fourth quarter.

Sam’s Club will carry the VIP theme into the Big Game by giving fans a chance to score like a VIP on a Sam’s Club membership and prize packages.

Yard Line VIP Savings
Sam’s Club is having fun with its ad placement during the two-minute warning in the fourth quarter. Whichever yard line the ball is spotted on when the announcement airs, that will be the price new members can pay for a special limited-time offer for an annual Club Membership. So fans need to tune in to see what the discount will be. The special club membership price will be redeemable in the club only via February 17, 2022 with a minimum price of $1 and a maximum price of $45.*

Score like a VIP
Sam’s Club is also offering fans a chance to win one of four amazing VIP prize packages, including a $25,000 shopping spree at Sam’s Club; a luxury vehicle through the Sam’s Club automatic purchase program powered by TrueCar; fuel for 50 years** at Sam’s Club gas stations; and one $50,000 VIP travel – check out Sam’s Club travel and entertainment services. Each VIP prize package comes with a Sam’s Club Plus Membership for 50 years.

To enter and win the contest, fans can tweet #SamsClubVIP and #sweepstakes on Twitter or add a comment using #SamsClubVIP and #sweepstakes on the @SamsClub Instagram post beginning February 13 at 6:30 p.m. East. Sam’s Club plans to announce the winners on social media throughout the Big Game.

SCORE AS A VIP QUICK RULES: NO PURCHASE NECESSARY. Open to residents of the 50 US/DC, excluding AK, ages 18 and older (19+ in AL/NE, 21+ in MS). Departures 6:30 p.m. ET 02/13/2022; ends 15 minutes after Sponsor’s last Tweet/Instagram post was posted on 02/13/22. Total approximate retail value of all prizes to be awarded: $245,000. See official rules at for all the details. Void outside of US/DC 50, AK, and where prohibited.

The ad was created by Sam’s Club’s creative agency, VMLY&R, in partnership with Hart and Laugh Out Loud. Media assets including the announcement, teaser, and creative credits are available in the Sam’s Club Press Room.

About Sam’s Club
Sam’s Club®, a division of Walmart Inc. (NYSE: WMT), is a leading warehouse club offering premium products, savings and service to millions of members at nearly 600 clubs across the United States and Porto Rico. Now in its 39th year, Sam’s Club continues to redefine warehouse shopping with its curated assortment of high-quality fresh foods and Member’s Mark items, in addition to cutting-edge technologies and services like Scan & Go, Curbside Pickup and home delivery service in certain markets. To learn more about Sam’s Club, visit the Sam’s Club Newsroom, shop at, and interact with Sam’s Club on Twitter, Facebook, Instagram, and ICT Tac.

About VMLY&R
VMLY&R is a global brand and customer experience agency that harnesses creativity, technology and culture to create connected brands. Named a leader in the Gartner Magic Quadrant for Global Marketing Agencies for five consecutive years, VMLY&R has more than 12,000 employees worldwide with main offices in Kansas City, New York, Detroit, LondonSao Paulo, Shanghai, Singapore and sydney. The agency is behind award-winning campaigns for premier client partners including Colgate-Palmolive, Danone, Dell, Ford, Intel, New Balance, Pfizer, Sam’s Club and Wendy’s. For more information, visit VMLY&R is a WPP company (NYSE: WPP).

About Laugh Out Loud
Laugh Out Loud is a comedy brand and cross-platform entertainment company dedicated to making the world laugh together. Founded by a comedian, actor and producer Kevin Hart, LOL offers the best in comedy content and experiences across its multiple divisions: LOL Audio, LOL Network, LOL Studios and LOLX. From stand-up legends to the next generation of comedic talent, LOL curates the boldest voices in comedy to produce scripted and unscripted original series, stand-up specials, radio shows and podcasts, live broadcasts, experiential activations, and more. LOL content is distributed to a diverse global audience of over 100 million fans across the LOL OTT network of FAST Channel partners including Pluto, Peacock, Tubi, Roku, Xumo, Redbox, and more. LOL Audio has access to an additional 100 million listeners through partnerships with SiriusXM, Stitcher and Pandora. Known for content such as cold as balls, What is the adjustment, Color Comedy, Die Hart, and more, the company has amassed over 1 billion video views across its digital platforms and worked with partner brands such as AT&T, Headspace, Lyft, Old Spice, P&G, Viacom, and more. Find us online at or on Facebook, Instagram, TikTok, Twitter, YouTube and Snapchat via @lolnetwork.

*Plus applicable taxes. Offer expires February 17, 2022 and can only be redeemed at Sam’s Club stores; cannot be redeemed online. Limit of one (1) special price subscription per person. New [individual] Club memberships only; Also, subscriptions are excluded. Not valid on renewals or with any other offer or discount. Must be 18 years or older; membership is subject to conditions. Membership cards are non-transferable and are valid at all Sam’s Club locations nationwide. Walmart® and Sam’s Club associates are not eligible for this offer. Prime Memberships are valid for one year from date of issue. Visit to view our privacy policy. Void where prohibited. Auto-Renewal: By accepting this offer, you agree to the terms and authorize an annual recurring charge on any card on file for your Sam’s Club membership fee and any additional subscriptions, plus any applicable taxes at the then-current rate for your tier membership each year until you cancel. For terms or to turn off auto-renewal at any time, visit any club, call 888-746-7726 or log on to and go to the auto-renewal settings in your account. Subject to be completed terms. This offer is limited and may be terminated or changed at any time.

**50 years of fuel assumes a cost of 600/gallons per year at $3/gallon.

SOURCE Sam’s Club


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