I didn't expect one of the week's most touching pieces about Covid-19 to come from Walmart. But here we are, giving credit where it's due.
The brand, along with agency FCB, has created a 60-second ad out of an employee's poem about community and solidarity in the face of the pandemic. And while that description might sound a bit cheesy, the result is commendably compelling.
Terrell "Trizz" Myles, a 21-year-old employee in Arizona, said his goal in writing the poem was for it "to be something that no matter where you were in the world, no matter where you worked, no matter what your situation was—you could feel what I was saying."
Walmart's leadership learned about the poem and decided to amplify it into a full ad, shot after hours at his location and layered with some simple animations for flourish.
The result is a nice dose of in-it-togetherness that even smaller brands seem to be struggling to nail lately with the tone of their ads.
Most importantly, it's a great reminder to look within for inspiration—and I don't just mean tapping your in-house agency. Has your organization created a culture that encourages these kinds of stories to be percolated up to the top and shared throughout the company?
If not, now's the time to work on it. And if so, now's the time to make the most of it.
David Griner
Creative and Innovation Editor, Adweek
[email protected]
Dive deeper with an Adweek Pro Subscription, your key to the inside scoop on the marketing trends and reporting that guide the world's top brands.
