Sam’s Club proves there are some memberships you don’t leave at home, even when home is miles away in the woods.
A new comedy spot from Leo, directed by Jody Hill through Caviar, takes the retailer’s “In the Club” platform on a camping trip, where a pair of friends, Ted Lasso’s Jason Sudeikis and soccer star Alex Morgan, discover that Sam’s Club membership can apparently come in handy just about anywhere.
The 30-second film opens with the two friends settling into a campsite surrounded by Sam’s Club-sized supplies, from gear to food and everything required for a respectable weekend in the wilderness. As the trip progresses, the Sam’s Club app becomes part of the joke, reinforcing the idea that membership benefits travel with you rather than ending at the warehouse door.
Then the woods provide the inevitable complication: a bear. Watch below:
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The encounter gives Hill plenty of room to lean into awkward reactions, escalating panic and character-driven comedy, while the spot lands on the broader message that if you’re in the club, you’re always in the club.
Hill, whose directing work has long balanced absurd situations with grounded characters, brings an appropriately dry touch to the setup, letting the humor play through performance rather than overloading the spot with gags.
Grant Gustafson of Cutters edited the campaign, with Peter Erazmus of Another Country handling the audio mix. Cutters called the project “ridiculously fun” to work on, noting that there was “no shortage of funny moments” in the material and crediting the Leo Burnett team for creating the opportunity to play.
CREDITS:
BRAND: Sam’s Club
AGENCY: Leo
PRODUCTION COMPANY: Caviar
Director: Jody Hill
EDIT: Cutters Studios
Editor: Grant Gustafson
AUDIO: Another Country
Audio Mixer: Peter Erazmus
