In the store’s hilarious first Super Bowl commercial, Kevin Hart plays a ‘Sam’s Club’ VIP.
Kevin Hart is making the most of his status as a VIP! In the warehouse retailer’s Super Bowl LVI commercial, the comic believes he is the only Sam’s Club member who can skip the checkout queues.
For Sam’s Club’s Super Bowl LVI commercial, Kevin Hart gets it comically wrong right away. «Sam’s Club made the Scan & Go app specifically for me,» the comic says as he uses the app at the store.
«Because that’s what VIPs do,» says the narrator. Unbeknownst to Kevin, the Scan & Go app is available to all members of the warehouse retailer. «Do you have any idea what’s in store for you?» «There’s the queue!»
Kevin shouts to other customers while his stunt double picks up Kevin’s belongings. «Guys, he’s doing it again,» a Sam’s Club employee cautions his coworkers as the Ride Along star rests on a patio furniture set, which he incorrectly refers to as the «VIP section.»
The VMLY&R ad, which was created in collaboration with Hart’s Laugh Out Loud Network, is Sam’s Club’s debut Super Bowl commercial. In a statement, chief member officer Tony Rogers said, «We wanted to search for methods to contact fans—both current Sam’s Club members and potential new members.»
The company wants to achieve this during the Super Bowl by lowering the cost of a new customer’s annual subscription to «whatever yard line the ball is spotted on at the time the commercial airs.» The Sam’s Club commercial will air during the two-minute warning in the fourth quarter of Super Bowl LVI, which will be played on Feb. 13 between the Cincinnati Bengals and the Los Angeles Rams.
The VIP Scan & Go campaign also features a Twitter and Instagram contest in which followers can win a $25,000 shopping spree, a car, and 50 years of petrol, as well as a $50,000 vacation. «Our social strategy allows us to [reach fans] while also highlighting some of the wonderful items and experiences that members can enjoy every day with a Sam’s Club membership,» Rogers explained.
«Who wouldn’t be ecstatic about this chance?» Kevin told People of the campaign, «I’m starring in an ad during one of the world’s largest sporting events.»
«And since everyone knows how much I like football, teaming with Sam’s Club to help them share VIP status seemed like a logical fit.» «When it comes to Super Bowl commercials, expectations are high, but we’re bringing the laughs,» he continued.