Sam’s Club will launch its first Big Game ad, showcasing its “VIP-worthy” services and merchant members, with the help of comedian and actor Kevin Hart and his Laugh Out Loud (LOL) network.
As Sam’s Club is strategically focused on its digital shopping experiences, the warehouse club chain is using its airtime to promote Scan & Go, its in-app shopping feature that allows members to scan products and shop. skip the line when shopping at the club.
The ad features Hart shopping under the assumption that he is receiving a VIP experience due to his celebrity status. Unbeknownst to him, he is using a service available to members with the Sam’s Club app. Sam’s Club’s first 30-second Big Game commercial will air after the two-minute warning in the fourth quarter.
“The time was right for us,” said Tony Rogers, Sam’s Club Membership Manager. “Sam’s Club had tremendous momentum in our last quarter; in the third quarter, we recorded our seventh consecutive year [instance] double digit comps and reported that membership is at an all time high. It was time for us to showcase 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.”
Sam’s Club’s third quarter was indeed impressive: the Walmart-owned company reported that total sales rose 19.7% to $18.9 billion, while operating profit rose 10 .2% to $475 million in the quarter ended Oct. 31. Membership and other revenue increased 37.9% to $1.3. billion.
“We’re having a great time with the VIP campaign and with our partnership with Kevin,” added Rogers. “Sam’s Club is a fun place to shop, and we wanted that to translate into the work we do with Kevin and the creative ways we’ll engage viewers during gameplay.”
Sam’s Club will carry its VIP theme on game day giving fans a chance to score like a VIP. Full details will be shared when the full announcement is revealed in a few weeks.
The Big Game ad was created by Sam’s Club creative agency, VMLY&R, with creative ideas from Hart and LOL Studios.
Sam’s Club, a Bentonville, Ark.-based division of Walmart Inc., operates nearly 600 clubs in the United States and Puerto Rico. Walmart operates approximately 10,500 stores under 48 banners in 24 countries and e-commerce websites, employing more than 2.2 million associates worldwide. Walmart US is No. 1 on The PG 100, Progressive Grocer’s 2021 list of top food and consumables retailers in North America, while Sam’s Club ranks ninth.