Bentonville, Arkansas-based Sam’s Club will debut its first Big Game ad with the help of comedian and actor Kevin Hart alongside his Laugh Out Loud Network. The ad is part of a campaign on game day highlighting Sam’s Club’s services and merchandise members.
“The timing was right for us. Sam’s Club has had extraordinary momentum through our last reported quarter; in Q3 we recorded our seventh consecutive of double-digit comps and reported that membership is at an all-time high,” said Tony Rogers, chief member officer.
“It was time for us to highlight 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,” he said.
Sam’s Club is focused on delivering convenience to its members through digitally-enabled shopping experiences, so the warehouse club is using its airtime to highlight Scan & Go, its in-app shopping feature that lets members scan products and skip the checkout line when shopping in club.
The ad showcases Hart shopping under the assumption that he’s receiving a VIP experience because of his celebrity status. Unbeknownst to him, he’s using a service available for members with the Sam’s Club app.
The 30-second commercial will air at the two-minute warning in the fourth quarter.
Sam’s Club will carry the VIP theme into gameday by giving fans a chance to score like a VIP. Full details will be shared when the full ad is revealed.
“We’re having a great time with the VIP campaign, and with our partnership with Kevin,” said Rogers. “Sam’s Club is a fun place to shop, and we wanted that to translate in the work that we’re doing with Kevin and in the creative ways we’ll engage with viewers during the game.”
The ad was created by Sam’s Club’s creative agency VMLY&R with creative ideation from Hart and LOL Studios.
To watch a teaser for the upcoming ad, visit the Sam’s Club newsroom.