Walmart Rolls + Ads and Marketing

How different will this be in communicating value to the consumer?

Walmart Launches Walmart+ Ad Campaign
By Bridget Goldschmidt - 09/10/2020 

Still from an ad in Walmart's "A New Kind of Membership" campaign promoting the retailer's Walmart+ program.

To support its brand-new Walmart+ program, Walmart is rolling out a new ad campaign, “A Different Kind of Membership.” The campaign stars 22 families from diverse backgrounds who shop at Walmart.

“It captures a snapshot into their authentic, chaotic and beautiful lives, from everyday moments, like family dinners, to monumental ones, like the homecoming of a newborn baby,” noted William White, chief marketing officer, Walmart U.S., in a blog post. “It shows how, despite our differences, Walmart+ enables us to do more of what matters most to all of us – spending time with loved ones.” 
The ads were created by husband-and-wife film-making team Daniel and Katina Mercadante, who followed all COVID-19 safety production protocols as they embedded themselves into the families’ everyday lives, generating more than 100 hours of unscripted footage and 30 hours of audio interviews.This resulted in Walmart’s first-ever documentary-style ad campaign.... "