Wal-Mart's holiday campaign -- "Save money. Live better." -- focuses as much on the spirit of the holidays as on low prices. Its goal is to promote low prices as a means rather than an end -- less
Scrooge and more Tiny Tim. In one commercial, the question, "What will you do with your savings?" is answered by showing a grinning boy riding a bicycle with a big red gift bow atop the handlebars,
for example.
Launching today, the campaign hopes to persuade budget-minded consumers that "the more you save, the more Christmas you can give," says Stephen Quinn, CMO at Wal-Mart.
This is
the first holiday campaign for Interpublic's Martin Agency, which took over in January as the creative agency for Wal-Mart's general advertising account. Martin is best known for its humorous Geico
insurance campaigns, featuring offbeat characters like geckos and cavemen. The work for Wal-Mart is more mainstream in its approach, reflecting the retailer's heartland roots.
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