As the shop aims to redefine Black Friday, Lindsay Lohan and crew reenact classic teen comedy moments for a fresh audience.
For a Black Friday advertising campaign, Walmart brought back the ensemble of “Mean Girls,” recreating pivotal moments from the 2004 teen comedy. The store will have “Black Friday Deals” on November 10 and November 24, with online access available on November 8 and November 22, respectively.
Lindsay Lohan, Amanda Seyfried, and Lacey Chabert reenact their roles in a hero video, except some of the characters are now parents. The preview of many deals is intercut with references to memorable scenes and lines from the film.
A group of Publicis Groupe agencies, including Fallon, Publicis NY, The Community, Contender, and Digitas, collaborated to produce the campaign. Every Wednesday between November and Cyber Monday (Nov. 27) will see the release of new creative. Walmart is hoping to make “fetch” happen with its extended lineup of Black Friday bargain events, capitalizing on the nostalgia-driven trend in advertising. Black Friday is usually the Friday following Thanksgiving, but in an effort to increase the number of people who subscribe to the subscription service, Walmart is holding an extra sales drive that begins online on November 8 and opens both events three hours early to Walmart+ members.
Lohan, Chabert, and Seyfried, together with co-star Daniel Franzese and Missy Elliott, whose song “Pass That Dutch” appears in the movie and advertisement, are reunited in a two-minute video posted on the brand’s social media and YouTube pages. In a video reenacting the performance of “Jingle Bell Rock” and other iconic moments from the movie, their characters are now mothers and mentors to high school students.
Certain things are constants. We still wear pink on Wednesdays,” Lohan narrates in the voiceover.
Walmart will continue the campaign by running new advertisements on Wednesdays in November and on Cyber Monday, the day after Black Friday when retailers offer huge discounts online. The campaign was worked on by a number of Publicis Groupe organizations, demonstrating the level of collaboration required for such an undertaking.
Walmart began offering Walmart+ in 2020 and has since increased the features and advantages of this membership service in an effort to take on Amazon Prime more directly. During the company’s most recent reporting quarter, Walmart+ memberships continued to expand, contributing to a nearly 4% increase in “other” income.