For the second straight year, the Super Bowl is going to feature more than 20 new advertisers.
The big game had just seven first-time advertisers in the 2020 Super Bowl, according to The Los Angeles Times, but that number jumped up to 26 in 2021 and is now up to 30 in 2022.
Among those first-time advertisers will be Sam’s Club, the membership retail warehouse in the Walmart family. And in its big-game spot, comedian Kevin Hart will be showing off the VIP feature now available at the store.
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Kevin Hart’s Sam’s Club Super Bowl commercial
Hart wants everyone to know that he is a Very Important Person, even if everyone else at Sam’s Club is too.
In the ad, he shows off the “Scan & Go” Sam’s Club app that will allow customers to scan the barcodes of items in the store, pay for it as they are going through the store and avoid having to wait in a checkout line, which Hart claims is for everyone else as the store.
He walks around talking up all of what makes him a VIP. His stunt double has a stunt double. He gets a VIP lounge. And through all of it, the Sam’s Club employees just watch as they say that he is, “doing it again.”
In a press release, Sam’s Club said that it is hoping to make the experience of its members more convenient and that it wants to use the ad during the Super Bowl to highlight the feature of the new app.
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“The timing was right for us,” Tony Rogers, Sam’s Club chief member officer, said in the release. “Sam’s Club has had extraordinary momentum through our last reported quarter; in Q3 we recorded our seventh consecutive of double-digit comps and reported that membership is at an all-time high. It was time for us to highlight our brand on a bigger stage, and the biggest football game of the year gives us the perfect opportunity to reach an incredibly diverse audience of viewers.”
The release said that Hart was part of the creative ideation process behind the advertisement, along with the creative agency VMLY&R and LOL Studios.
This commercial is slated to air during the two-minute warning in the second half, the release said.