Walmart is still trying to do the “search.”
The retail giant is hoping to attract new attention to its Black Friday deals by increasing advertising around the annual holiday shopping event. To draw attention to the new deals and low prices, Walmart will unveil a series of ads featuring cast members from the 2004 film “Mean Girls” reprising their roles – except they’re adults now.
Lindsay Lohan, Lacey Chabert and Amanda Seyfried are among the film’s returning cast members. All are depicted as adults – some with burgeoning “mean girls” of their own.
“Walmart is really known for Black Friday and we don’t intend to lose that positioning,” says Courtney Carlson, Walmart’s senior vice president of marketing, noting that the new ads will be “not to be missed” on traditional advertising channels and on social networks. . Walmart has tried in recent years to expand the concept of “Black Friday,” the one-day retail rush that takes place the day after Thanksgiving, to the broader season leading up to the holiday. Many of its sales and bargains appear online – early in the week
The ads launch on Wednesday (the day “Mean Girls” plastics wear pink), with new iterations surfacing each subsequent Wednesday throughout the month. Each week, a different cast member will appear in a commercial and social media post. Walmart wants to encourage its customers to pay more attention to holiday shopping by offering great deals and prices ahead of Black Friday, scheduled for November 24, and Cyber Monday, scheduled for November 27.
“We think the fans will be very excited to see us after all these years. I know we can’t wait for everyone to see what we’ve done,” says Daniel Franzese, the actor who is reviving his character Damian Leigh for the campaign.
Other actors were excited about the prospect of a cast reunion. “It was so nice to be together again after all these years. It was great to catch up with everyone,” says Lohan. “It was wonderful spending the day with Amanda and Lindsay. It was so much fun to reminisce and be together again after all these years,” Chabert said.
The major retail chain employed a similar strategy in 2022. In a series of ads timed for Black Friday, Walmart revived Mike Judge’s 1999 satire “Office Space,” using the talents of actors Gary Cole, who played the infamous company manager Bill Lumbergh and Ajay Naidu, who played the rebellious technician Samir Nagheenanajar.
The company faced a challenge in recent weeks when a photo of the “Mean Girls” cast members hit the Web. Many who saw it thought it may have been a deliberately leaked image that could be part of a Super Bowl commercial. But Walmart’s Carlson claims the photo was “legitimately leaked” — and not intentionally. “We stayed very quiet,” she says, so as not to arouse interest before the campaign began.