• by Fern Siegel , February 7, 2022

Walmart has refined is “Save Money. Live Better” ad campaign. Its new ad, which debuted the first night of the Olympics, pushes the “Live Better Now” theme.

FCB Chicago is responsible for the creative, which is running in the Olympics and the Paralympics on NBC platforms and Twitter. The work will continue to air after the games end.

The 60-second spot highlights Walmart shoppers and employees. The goal is to illustrate how the giant retailer helps its 1.5 million staffers and the 90% of Americans who live within 10 miles of a store — though the execution mainly focuses on what the chain provides.

In short, it relies on examples of services, such as getting a shot at the pharmacy or a Walmart employee helping an older man carry plants to his car. There is even a nod to high tech: A drone drops a package in a customer’s yard.

The voiceover says the company wants you to “live a little better every day. It’s why we show up every day. To keep you healthy and safe. To help you put a better meal on the table. Can a company help you live a better life? We’re doing it every day.” That feel-good message is accompanied by a simple guitar melody.

The new ad also shows everyone masked, to underscore the safety in shopping at Walmart.

Chief Marketing Officer William White says the campaign brings to life the company’s broader purpose. “At Walmart, we understand how the human connection ignites the potential for a better life,” White said. “This campaign reveals the stories behind our associates and our customers that we think will surprise, inspire and move people to understand that human connection.”   

In January, Walmart announced plans to scale up its InHome delivery service — from its current 6 million households to 30 million U.S. households by the end of the year. Walmart’s InHome Delivery service is $19.95 per month or $148 per year.

Publicis Groupe handles Walmart’s $600 million media planning and buying account, which it won in August 2021, beating out WPP, Omnicom and Dentsu.