{"id":16216,"date":"2022-12-14T12:51:07","date_gmt":"2022-12-14T20:51:07","guid":{"rendered":"https:\/\/www.ispot.tv\/hub\/?p=16216"},"modified":"2025-02-19T14:40:33","modified_gmt":"2025-02-19T22:40:33","slug":"kevin-hart-keeps-viewers-merry-like-this-for-sams-club","status":"publish","type":"post","link":"https:\/\/www.ispot.tv\/hub\/kevin-hart-keeps-viewers-merry-like-this-for-sams-club\/","title":{"rendered":"Kevin Hart Keeps Viewers \u201cMerry Like This\u201d for Sam\u2019s Club"},"content":{"rendered":"\n<div style=\"height:13px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Sam\u2019s Club started its holiday advertising with a different type of commercial: a short film starring Kevin Hart. In the 2:20 \u201cmovie trailer,\u201d Hart must rush to Sam\u2019s Club after his holiday party ends up much bigger than expected. Much to his dismay, his daughter\u2019s boyfriend tags along and asks for her hand in marriage. In the ad, Hart and the boyfriend make a run to Sam\u2019s Club, and use the retailer\u2019s Scan &amp; Go feature instead of a traditional checkout.<\/p>\n\n\n\n<div style=\"height:18px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<div class=\"video-container\"><iframe loading=\"lazy\" title=\"Sam&#039;s Club &quot;Merry Like This&quot;\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/k4a3DVpyZI4?start=6&#038;feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div>\n<\/div><\/figure>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>iSpot\u2019s survey-based <a href=\"https:\/\/www.ispot.tv\/products\/creative-testing\">Creative Assessment<\/a> examined consumer responses to \u201cMerry Like This,\u201d and found that the short film easily engaged and held viewer Attention*. The two-minute spot ranked in discount store advertising&#8217;s 100th percentile on Likeability*, Information*, and Change*, while the :30 product-focused ad also outperformed category norms.&nbsp;<\/p>\n\n\n\n<p>Hart convincingly spurred viewers to Positive Purchase Intent*, with six in ten viewers of the film reporting increased consideration vs. about one in two for the more product-focused Sam&#8217;s Club ads. The 2:20 film saw viewers of all ages very much focused on Hart throughout the entire runtime:<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01141542\/image1-2.png\" alt=\"\" class=\"wp-image-18891\" width=\"966\" height=\"381\" srcset=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01141542\/image1-2.png 713w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01141542\/image1-2-300x118.png 300w, https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/09\/01141542\/image1-2-640x252.png 640w\" sizes=\"(max-width: 966px) 100vw, 966px\" \/><\/figure><\/div>\n\n\n<p>Although longer than most ads today, \u201cMerry Like This\u201d easily sparked Curiosity*, while the Ingenious* and Funny* narrative entertained viewers. Despite some thinking (and hoping) an actual Kevin Hart holiday film was being released, the ad still conveyed the message of Scan and Go at Sam&#8217;s Club effectively.&nbsp;<\/p>\n\n\n\n<p>Meanwhile, visuals of the variety of available items at Sam&#8217;s Club in the :30 and :15 &#8220;Merry Like This&#8221; (without Hart) stood out at disproportionate rates vs. other discount store ads over the past 90 days.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cI definitely enjoyed the ad, it was engaging, funny, surprising, and debuted scan and go options for checking out with Sam&#8217;s club without interupting the story line to do so. Definitely an A+\u201d<\/p>\n\n\n\n<p>Female 21-35<\/p>\n<\/blockquote>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>&nbsp;\u201cI liked that this ad included Kevin Hart and looked like a holiday movie trailer instead of a Sam&#8217;s Club commercial.\u201d<\/p>\n\n\n\n<p>Male 36-49<\/p>\n<\/blockquote>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>Generally speaking, I like the ad. But I did think it was for a movie and not a brand or product until the end. I kind of feel like I missed the point because I misread the intent, but overall I found it entertaining and memorable.\u201d<\/p>\n\n\n\n<p>Female 36-49<\/p>\n<\/blockquote>\n\n\n\n<p>With TV advertising cluttered during the holidays, it\u2019s a good time for brands to really get creative and break through the noise, whether that\u2019s with a <a href=\"https:\/\/www.ispot.tv\/hub\/etsy-sends-a-heartfelt-note-to-the-travelers\/\">heartfelt message like Etsy<\/a> or by harnessing <a href=\"https:\/\/www.ispot.tv\/hub\/for-philadelphia-cheesecake-is-everything-this-holiday-season\/\">humor and fun visuals like Philadelphia<\/a>. Want to learn more about a brand or industry\u2019s holiday TV creative performance? <a href=\"https:\/\/www.ispot.tv\/demo\">Get in touch with iSpot!<\/a>&nbsp;<\/p>\n\n\n\n<p><strong><sub>Glossary:<\/sub>&nbsp;<\/strong><\/p>\n\n\n\n<ul>\n<li><sub><strong>Attention: <\/strong>measures the extent to which survey respondents find a video ad attention-grabbing.<\/sub><\/li>\n\n\n\n<li><sub><strong>Likeability: <\/strong>measure the extent to which survey respondents like a video ad.&nbsp;<\/sub><\/li>\n\n\n\n<li><sub><strong>Information: <\/strong>measure the extent to which survey respondents find a video ad informative.&nbsp;<\/sub><\/li>\n\n\n\n<li><sub><strong>Change: <\/strong>measure the extent to which survey respondents sensed the company is moving in a new direction.&nbsp;<\/sub><\/li>\n\n\n\n<li><sub><strong>Curiosity<\/strong>, <strong>Ingenious<\/strong> and <strong>Funny<\/strong> are 3 of the 57 emotional metrics iSpot Creative Assessment measures for every TV and video ad.&nbsp;<\/sub><\/li>\n\n\n\n<li><sub><strong>Positive Purchase Intent: <\/strong>The percent of Creative Assessment survey respondents that reported an increased desire to purchase or visit a given brand or product after watching an ad.<\/sub><\/li>\n<\/ul>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Sam\u2019s Club started its holiday advertising with a different type of commercial: a short film starring Kevin Hart. In the 2:20 \u201cmovie trailer,\u201d Hart must rush to Sam\u2019s Club after his holiday party ends up much bigger than expected. Much to his dismay, his daughter\u2019s boyfriend tags along and asks for her hand in marriage&#8230;. Read More<\/p>\n","protected":false},"author":26,"featured_media":16230,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[38],"tags":[],"ispot_product_categories":[],"acf":{"expiration_date":""},"_links":{"self":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/16216"}],"collection":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/users\/26"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/comments?post=16216"}],"version-history":[{"count":25,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/16216\/revisions"}],"predecessor-version":[{"id":27746,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/16216\/revisions\/27746"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media\/16230"}],"wp:attachment":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media?parent=16216"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/categories?post=16216"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/tags?post=16216"},{"taxonomy":"ispot_product_categories","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/ispot_product_categories?post=16216"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}