Monday, August 22, 2016

Here I Go Again

Walmart's new back to school launch spot is a shoutout to parents who were kids in the 80's...and the way this is shot, it could be viewed almost as a flashback.

The kids are singing to Whitesnake's "Here I Go Again" as they are shown saying goodbye to summer and hello to getting ready for the first day of school.

It's a simple spot done by Saatchi & Saatchi. And it is what I call a fairly formula spot with various  kid scenarios and intercutting between them as all the kids are singing the same song. No big
creative breakthrough going on here.

But what it does do is empower kids to as they say: "Own the day" which for kids
is positive permission and a kid self esteem booster.  Which is always a good thing. The other great thing is Walmart doesn't hawk their wares directly AT you. Yes there are some in-store shots but all in all, it's fairly subtle and laid back in their selling. Kudos to Walmart for upping positive kid empowerment.

Just a couple of glitches technically for me and for the corn factor for me:  the girl in bed with eyes closed yet still has her glasses on....that is a bad oversight (pardon the pun)... it's like the client wanted to make sure you knew it was the same girl that started the spot...which is ridiculous.

Then for the corn factor all the parents waving goodbye to their kids, opening the car door for the kid....that's a pander to the target parents paying for the Walmart stuff. However, these kids aren't five year olds. So for me it was silly. In reality all these kids would have been embarrassed to have their parents waving to them like they are never going to see them again. It just made the adults look like severe helicopter parents.

All in all it's a 6 out of 10 for this effort and for Walmart buying into it.