Quick Summary
- Walmart’s holiday campaign brings back “”Gilmore Girls”” icons Lorelai and Luke to rekindle fan-favorite chemistry.
- The campaign’s central theme celebrates thoughtful gift-giving, with a clever play on the show’s iconic couple.
- The ad quickly went viral, with the video on Walmart’s YouTube channel racking up over 460,000 views in a week.
- The campaign is a masterclass in connecting with audiences through emotional storytelling, modern gift options, and pop culture.
Few brands can blend heartfelt storytelling with product promotion quite like Walmart.
This season, they took a trip to Stars Hollow, the fictional setting of the hit TV show “”Gilmore Girls,” to reunite the fan-favorite duo of Luke and Lorelai in a campaign designed to warm hearts and inspire gift-giving.
Their ad, part of the broader “Give the Gift That Shows You Get Them” campaign, celebrates the joy of knowing your loved ones so well that you can find the perfect present for them (from Walmart, of course).
Nostalgia, humor, and timeless holiday charm mix together to make this campaign a standout success for Walmart, proving that thoughtful storytelling can drive both sentiment and sales.
The campaign went viral immediately, with the video on their YouTube channel reaching over 460,000 views in the first week.
Background
Known for its huge product selection and competitive pricing, Walmart often uses its holiday campaigns to highlight its role as the go-to destination for thoughtful, affordable gift-giving.
For the 2024 holidays, Walmart returned to Stars Hollow to reunite Scott Patterson and Lauren Graham, who played Luke and Lorelai, the beloved couple from the show. In the ad, Walmart brought the cozy, caffeine-fueled world of Stars Hollow back to life.
Luke picked out the perfect gift—a Keurig coffee maker—for Lorelai, seamlessly tying Walmart’s holiday offerings to the beloved characters’ quirks.
True to “Gilmore Girls” style, the ad was packed with heartfelt humor and quirky small-town interactions, all while showcasing Walmart’s wide selection of holiday gifts. And every product seamlessly fit into the narrative.
By blending storytelling with smart product placement, Walmart proved that their offerings could fit right into the most magical moments of the season—whether you’re in Stars Hollow or your own hometown.
The result was an ad that made Walmart feel as essential to the holidays as a cup of coffee at Luke’s Diner.
“Coffee, coffee, coffee, please!”
Campaign Overview
Walmart’s “Give the Gift That Shows You Get Them” campaign, created by Publicis New York, was a gift-wrapped celebration of personalization, pop culture, and perfectly picked presents.
The campaign turned gifting into an art form, with ads that also included “SpongeBob SquarePants” and “Crazy Rich Asians.” Each ad showed how Walmart’s products could match the personality of anyone on your gift list, no matter how quirky, lavish, or SpongeBob-obsessed they might be.
With this campaign, Walmart nailed the broader message: Finding the right gift is about showing you really “get” the person. Together, these ads turned Walmart into the ultimate “you thought of everything” gift shop.
It was very smart and very effective.
Key Success Factors
Here’s a look at why Walmart’s “Gilmore Girls” campaign did so well.
Nostalgic storytelling
Nostalgia lies at the heart of the campaign’s success. By reuniting two fan favorites from the show, Walmart immediately captures the hearts of a built-in audience. The show’s massive popularity on streaming platforms and its status as a comfort-viewing staple make it the perfect nostalgic anchor for a holiday campaign.
Focus on personalization
The campaign drives home the idea that gifts should be thoughtful and tailored to the person you are buying them for. Lorelai’s coffee obsession was well known to loyal viewers, so the Keurig coffee machine was the perfect gift for her.
The gift illustrated the power of truly understanding a loved one.
Multi-platform execution
Walmart made sure that the campaign achieved extensive reach by spreading it across multiple channels, including TV, social media, and a variety of digital platforms. Their goal was to reach their audiences where they are most active and to appeal to both loyal “Gilmore Girls“ viewers and general holiday shoppers.
Familiar yet fresh
Walmart joined a growing trend of brands revisiting beloved TV shows and characters to tap into shared cultural throwbacks. For this ad, they drew on the emotional connections audiences already have with iconic stories and characters while furthering the narrative to tell a fresh story.
Strong brand alignment
What Walmart does exceptionally well is reinforce its reputation as the go-to destination for holiday shopping. The “Give the Gift that Shows You Get Them” message appeals to a wide audience at a key time of the year.
Innovative Elements
The campaign focused on a number of key innovative elements:
A story-first approach
Rather than creating a traditional ad, Walmart essentially delivered bonus content from “Gilmore Girls.” By advancing the characters’ narrative arcs, the campaign blurred the line between entertainment and advertising.
Besides being just plain fun to watch, the ad inspired action. The campaign encouraged viewers to recreate Stars Hollow-style magic in their own homes. But it didn’t overtly promote Walmart’s brand.
Instead, Walmart cleverly weaved its products naturally into the narrative. This soft-sell strategy was both subtle and effective.
Hyper-targeted authenticity
Walmart expertly recreated the “Gilmore Girls” magic. From the fast-paced banter to the small-town quirks, every detail was on point. This level of authenticity made the campaign stand out, earning goodwill from diehard fans.
Social media amplification
Walmart encouraged fans to share their favorite “Gilmore Girls” moments and how the ad captured the show’s essence. This user-driven content added to the campaign’s reach, proving the power of co-creating with your audience.
Impact and Results
Viewership
The campaign quickly went viral, racking up millions of views across YouTube, Instagram, and TikTok within days of launch.
Engagement
Fans flooded social media with praise, reigniting conversations about “Gilmore Girls” and Walmart’s ability to tap into that magic.
Sample comments from the YouTube video:
- “Made my entire week!!!”
- “Did I just cry about a Walmart ad?”
- “And the wedding rings! I am DYING!” (The couple never married in the series; fans had to wait for the 2016 Netflix special to see them tie the knot.)
Cultural buzz
Publications from People magazine to Forbes are talking about the ad, indicating a positive reception among audiences.
Marketer Takeaways
Marketers can learn a lot from Walmart’s approach to incorporating nostalgia and beloved characters into their campaign.
- Use nostalgia wisely. Don’t just reference the past—add something new. Walmart’s campaign worked because it extended the “Gilmore Girls” story rather than rehashing it.
- Integrate products naturally. Seamless product placement helps consumers visualize how your brand fits into their lives.
- Tap into emotional storytelling. When you make viewers feel something, they’re more likely to remember—and act on—your message.
- Leverage fandoms. Find ways to authentically connect with niche audiences who are passionate about your chosen theme or universe.
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