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NEW YORK In what will likely be its last ad campaign for Wal-Mart after a 32-year relationship, agency Bernstein-Rein today is rolling out a holiday campaign for the retailer.
The effort, themed “Be Bright,” enlists Thank You for Smoking director Jason Reitman for 17 TV ads starring an extended family of 10 putative Wal-Mart consumers.
The ads employ a new approach for the retailer. “They’re self-contained episodes, like mini-sitcoms, and—in a first for Wal-Mart—use humor,” Steve Bernstein, COO of the Kansas City, Mo.,
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