• Ad Age, Thursday, November 2, 2006 12 PM

In a turn from its celebrity-heavy campaign of last year, Wal-Mart has kicked off its holiday push with a multimedia campaign on the lives of a fictional middle-class family. The theme of the series of 17 TV spots is "Be Bright" and focuses on traditions, like the family photo and the Thanksgiving Day nap.

"This is completely different than anything we've done for them before," says Steve Bernstein, COO of outgoing agency Bernstein Rein. "They're self-contained episodes, like mini sitcoms, and--in a first for Wal-Mart--use humor." Jason Reitman, director of "Thank You for Smoking," directed the spots and the campaign runs through January.

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