Walmart is embracing the holiday spirit with its 2024 marketing campaign, “Gifts That Show You Get Them,” blending seasonal sentimentality with iconic pop culture moments. The campaign, which debuted during NBC’s Sunday Night Football, celebrates the joy of finding the perfect gift while bringing beloved characters and scenes from classic movies and TV shows to life.
The effort builds on Walmart’s ongoing mission to connect emotionally with customers, incorporating clips and cast reunions from favourites like Gilmore Girls, The Simpsons, SpongeBob SquarePants, and National Lampoon’s Christmas Vacation. Directed by Alexander Payne (The Holdovers, Sideways), the campaign’s 60-second anthem spot weaves nostalgic moments of gift-giving with heartfelt connections between Walmart customers.
Pop Culture at the Core
Walmart Vice President of Creative, David Hartman, highlighted the brand’s goal of intertwining culture and commerce:
“We want to create something that feels like it’s in the culture for the holiday season but also helps to stand out in a very crowded ecosystem of advertising.”
This year’s campaign is a continuation of Walmart’s strategy to integrate Hollywood-level energy into its seasonal marketing. Building on its Mean Girls-inspired Black Friday ad from 2023, Walmart takes its storytelling to new heights by not only showcasing iconic pop culture clips but also reuniting original cast members for fresh takes on beloved scenes.
Omnichannel Strategy for Modern Shoppers
To maximise its reach, Walmart is deploying a comprehensive omnichannel campaign, combining social media, online video, and in-store integrations. Shorter, 30- and 15-second ads highlight different customer experiences alongside iconic characters, ensuring that the campaign resonates across various touchpoints.
The campaign also taps into trends in shoppable content. Walmart has previously experimented with formats like “Add to Heart,” a 23-part social series styled after holiday rom-coms, which showcased 330 products via platforms like TikTok and YouTube. Building on the success of these efforts, Walmart continues to narrow the gap between content and commerce, offering consumers seamless ways to purchase items featured in its ads.
Price Consciousness Meets Emotional Connection
Amid a cost-conscious holiday season, Walmart is keenly aware of its customers’ needs to stretch their budgets. Hartman reiterated the importance of communicating value:
“Price is always important … We ensure the customer understands we have the gifts they’re looking for, at the price they’re looking for.”
With roughly half of holiday shoppers beginning their buying journeys as early as August, Walmart’s early-season launches, such as its toy catalogue released on 9th September, have become a strategic advantage.
Innovating Holiday Advertising
Walmart’s 2024 campaign reflects a broader evolution in holiday advertising, moving beyond traditional festive tropes to create ads that are both entertaining and shoppable. By blending emotional storytelling with cultural relevance and digital innovation, Walmart has crafted a campaign that resonates with consumers while reinforcing its position as a one-stop holiday shop.
As the festive season unfolds, Walmart’s strategy to merge nostalgia, pop culture, and commerce ensures it remains a standout player in a competitive retail landscape.
