Consumers have said they’re fatigued—actually, plain sick and tired—of doom and gloom forecasts and negative pandemic-related news. What they want to hear now, particularly from marketers, are “hopeful, comforting and supportive” messages.
Walmart, taking that sentiment and running with it, has launched a 60-second ad built around an upbeat poem about community and solidarity. And as with its recent spot set to “Lean on Me,” the retail giant once again looks inward for its talent This time, the star is 21-year-old Terrell Myles, a department manager at store 3751 in San Tan Valley, Ariz.
Myles, also known as Trizz, started working at Walmart when he was 19. He wrote “Hearts of Magic” as an antidote of sorts to the negative aspects of social distancing required to address the Covid-19 crisis.
“My poem was all about, instead of it being us talking about how terrible this is and how our lives are terribly affected, I wanted to shift gears and talk about how our lives were great and are going to be great in the future,” he says on the company’s blog.
And he wanted to speak to the broadest possible audience, he says: “I wanted it to be something that no matter where you were in the world, no matter where you worked, no matter what your situation was—you could feel what I was saying.”
Sample lines of “Hearts of Magic” include: “In this together whatever endeavor we will treasure the better times, and recognize that we are an important part in each other’s lives,” and, “The storm is raging on but sun shines after a blizzard.”
Brand execs learned of the poem and decided to film Myles reading it, performance art-style, in the hours after his suburban Phoenix store had closed for the day. Agency FCB added dynamic animation to complement his rhymes, aiming to bring “the positivity and optimism of his words to life,” according togn. a company statement about the campain.
The retailer will publish the video on its Twitter, Facebook and Instagram channels.
Here are the full lyrics to Myles’ “Hearts of Magic” poem:
In times of darkness the sun still shines regardless
And I think that that’s a reminder…that light will always harness
The power to break through fear
if we all just stay home
And cherish all the memories
And dreams left to fulfill
This one message that will
Reach cashiers at the till
Reach those stocking the shelves
Reach those asking for help
We play the cards we’ve been dealt…
But together I know that we have a betting chance
Socially distance but mentally we’re holding hands
In this together whatever endeavor we will treasure the better times
And recognize that we are an important part in each other’s lives
As I send this message to men women and children
This world is our home so we all should care for the building
The storm is raging on but sun shines after a blizzard
I’m a Walmart Whizard an associate with heart of magic
Like all my Walmart family together we make it happen
Live better together, together let’s make it happen.