Wonder Woman, Superman and Batman Go Back to School for Walmart

Whitesnake's '80s Rock Classic Also Propels Seasonal Ad's Story

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Walmart goes back to school with DC Comics superheroes Batman, Wonder Woman and Superman, along with background vocals from Whitesnake in an ad breaking today from Saatchi & Saatchi, New York.

The spot pulls out all the stops production-wise, with the effects and costumes feeling as blockbuster as the films that have supported the ad's characters. It helps that Walmart tapped features talent Marc Forster ("World War Z," "Quantum of Solace") to direct.

"It's rooted in an insight around confidence," said Walmart VP-Advertising Chad Fox. "What has more confidence than a superhero? If parents can send their kids back to school feeling like that, then they've done their job setting them up for success."

It's part of Walmart's broader "Life's Greatest Hits" campaig, begun last year and featuring ads backed by mostly rock anthems, including Whitesnake's "Here I Go Again" (for the second straight year for back-to-school season), Gary Wright's "DreamWeaver" for a recent spot about Walmart supporting made-in-the-U.S. products, and DJ Khaled's "All I Do Is Win" for in-store pickup.

"It's relatable to our customers as greatest hits of their lives, whether it's moments with friends and families playing out in the visual narrative or the music they're playing," Fox said. But it's not all about nostalgia: Flo Rida's "My House" from 2015 also anchored a recent ad about fresh food. The idea is to replace voiceovers with lyrics that convey the message in a far more memorable way, Fox said. "Music sticks with you, and you just can't shake it."

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About

Credits
Date
Jul 06, 2017
Agency:
Saatchi & Saatchi New York
Chief Creative Officer:
Javier Campopiano
Client:
Walmart
Executive Creative Director:
Mike Pierantozzi
Associate Creative Director:
Adam Kline
Copywriter:
Adam Kline
Associate Creative Director:
Justin Roth
Art Director:
Justin Roth
Chief Strategy Officer:
Wanda Pogue
EVP Group Planning Director:
Amber Hahn
Strategist:
Annie Kleinbaum
Executive Producer:
Dean Shoukas
Managing Partner:
Beth Waxman-Arteta
Senior Account Director:
Lisa Hersh
Account Executive:
Kaki Pope
Project Manager:
Brianna Leone
Business Manager:
Susan Schaefer
Production Company:
Tool of North America
Director:
Marc Forster
Managing Partner:
Oliver Fuselier
Managing Partner:
Dustin Callif
Executive Producer:
Brad Johns
Producer:
Lee Trask
Post Production Company:
Cosmo Street
Editor:
Tom Scherma
Executive Producer:
Maura Woodard
Producer:
Anne Lai
Visual Effect Company:
Method Studios
Director of Production:
Jeff Wolfe
Visual Effects Company:
MPC
Executive Producer:
Jesse Kurnit
Studio:
Warner Brothers Records
Studio:
Hasbro
Additional Credits:
Cake Mix
Studio:
Saban
Music Licensing:
Creative License

See more credits

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