Theme: “Save Money, Live Better”

The Concept: To emphasize the findings of a recent research report that found that Wal-Mart saves families an average of $2,500 a year. The ads will highlight the company’s price leadership, $4 prescription drugs and money centers, which allow bill payment, money transfers and other such functions.

The Plan: The Martin Agency designed a series of 30-second commercial spots that show how saving money on little things adds up. Each focuses on what a family can do with the savings they get from shopping at Wal-Mart, whether it be buying a new car or throwing a wedding.

The ads will run on network season premieres, such as “Desperate Housewives,” and high-profile cable stations.

Each ad directs customers to the new Web site savemoneylivebetter.com, which features additional ads, customer testimonials and “behind the scenes” footage.

Creative Team: Steve Bassett (creative director), Eric Dome (copywriter), Steve Sage (art director), Steven Martinenza (strategic planner), Brad Armstrong, Chris Mumford, Carey Ely (account supervisor), Brett Alexander (executive broadcast producer), Linsey Zuercher (associate producer), Betsy Burgess (agency assistant producer), Henry Lu (director), Jesse Green (director of photography), Robert Fernandez (executive producer), Heidi Soltesz (producer).

Background: This is the first campaign the Martin Agency has done for Wal-Mart since it won a portion of the company’s $580 million account in January.

Working on Next: The company will continue the “Save Money, Live Better” campaign into print and other advertisements. It is also working on new campaigns for GEICO and UPS.

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