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Wal-Mart Canada begins holiday campaign

Wal-Mart Canada of Mississauga has begun a new communications campaign for the holiday season using the tagline, "Life can be pricey. Wal-Mart isn't." The national campaign, developed by Publicis Canada of Toronto, consists of three English-language television commercials about toys, home decor and electronics. The toy ad, called "Buried Gift," broke on Oct. 29 and will run for three weeks. The decor ad, called "Unexpected Guests," will run for three weeks beginning Nov. 19. The electronics ad, called "Newspaper Boy," will be released on Dec. 3 and will run for two weeks. Supporting online ads will run from Nov. 5 to Dec. 24. The creative focuses both on price and on the ways in which Wal-Mart can solve problems for people. The first ad depicts a woman shopping in Wal-Mart for a replacement toy after the family dog buries the first one in the yard. "We are really excited about this new positioning and the personality it brings to the Wal-Mart brand, said Duncan Bruce, executive creative director at the agency. "Wal-Mart has always fought to keep prices low and this campaign supports that strength. At the same time it recognizes that life can be pricey, especially around Christmas and our customers should feel confident going to Wal-Mart for the things that they need."

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