Bernstein-Rein Crafts Retailer's 'Roadwatch'

DALLAS Stone Core Films director Norry Niven said he took a detour from Wal-Mart’s sunny image in portraying how the mass merchant’s truck drivers help find missing children under the Amber Alert system.

“Recently Wal-Mart has gotten more aggressive, contemporary and artistic in their marketing and I think this is another step in that direction,” Niven said. “This is a completely different message for the brand.”

The spot, entitled “Roadwatch,” shows how a communication system of the same name is used on Wal-Mart trucks on the nation’s highways, Niven said.