• New York Times, Friday, November 2, 2007 12 PM

Worries that consumer spending may be pinched this year have No. 1 retailer Wal-Mart rolling out a new holiday ad campaign that attempts to elevate saving money from a necessity to a virtue. The goal of the effort, via the Martin Agency, is to tout low prices as a means rather than an end.

One spot asks the question: "What will you do with your savings?"--and then shows a happy youngster riding a new bicycle. Meanwhile, a print execution has a house ablaze with Christmas lights and the headline: "With great holiday decorations at unbeatable prices, we've got two words for you: backup generator."

The idea, says Stephen Quinn, chief marketing officer, is to persuade consumers that "the more you save, the more Christmas you can give. The core statement of our holiday program is that you can save money if you shop at Wal-Mart." He adds the company wants to "find more positive and more emotionally connective ways" beyond the basic appeal of buying stuff on the cheap.

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