With school just around the corner, families everywhere are gearing up to shop for classroom supplies. JWT Canada and Walmart teamed up to make this frenzied time a little more humorous in their latest creative campaign. Spotlighting the many personas of modern moms, the campaign includes four television spots and nine digital videos.
From “Overly-Excited” mom, “Emotional” mom, “Fashionista” mom, “Techie” mom and more, Walmart is on a mission to relate to each unique family. One of our favorite spots features the “On-A-Mission” mom rushing her kids into Walmart to shop, and using a walkie-talkie to communicate with dad who waits in a parked getaway car.
With both digital and traditional components, the humorous and relatable campaign aims primarily to draw customers into the store. Although there is no in-store activation for this campaign, Walmart’s traditional promotions, back-to-school signage and displays will create a familiar experience for the retailer’s customers.
JWT Canada Chief Creative and Integration Officer Brent Choi enjoys the playful and honest portrayal of what moms are feeling during this time of year, adding, “Humor is always a great way for a brand to show a real humanity. For this particular campaign, it allowed us the opportunity to have fun with all the different emotions that come with the season in an entertaining way.”
Check out some of JWT Canada’s new work for Walmart:
Read more about this new campaign on Strategy and tell us which Mom personality is your favorite in the comments below.