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New Wal-Mart Ads Try To Polish Image

Ad Age, Tuesday, January 9, 2007 11:45 AM

As its agency review continues, Wal-Mart is running a pair of political-style ads aimed at boosting the company's public image. The spots include one named "Sam's Dream," in which the narrator notes the world's largest retailer "all began with a big dream in a small town, Sam's Dream." Later, the narrator adds: "When Wal-Mart comes to town it's like getting a nice pay raise."

Another execeution, "One Company," has Wal-Mart touting its recent health-care initiatives and claims it has "moved 150,000 uninsured employees into a company-sponsored health plan." The national effort is a shift away from recent campaigns focused on merchandising efforts. Rather, it tries to appeal to working families by promoting a study financed by Wal-Mart that finds the retailer can save the average family $2,300 a year.

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