What happens when a much-maligned company releases an inspirational ad so heartfelt and genuine that only the made-of-stone among us wouldn’t be moved?
The brand, in this case, is Walmart. But the real star is Patrick, a disabled worker whose physical and mental hurdles haven’t stopped him from becoming a proud assembly-line man.
So, down with Walmart, right? But up with Patrick! Discuss.
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The reaction so far is predictable. More than 1.2 million people have watched the “Work is a beautiful thing: Meet Patrick” video on YouTube in six days. And the comments section features a litany of thoughts like these: “This is stellar,” and “That was beautiful and inspirational,” and on the other end of the spectrum, “This
reminds me of Gattaca, great movie,” and “Yeah, that’s a great video.
Now if only they could actually pay their store staff enough not to need government assistance.” Walmart executives no doubt anticipated a backlash, so they previously laid the foundation for this spot. The retailer has pledged to invest $250 billion cumulatively over the next decade into American-made products, creating at least 1 million jobs in manufacturing and related businesses.
And the brand launched an ad campaign, also from ad agency Saatch & Saatchii, during the recent Olympics with spots like, “I am a factory,” and “Working man,” that celebrated blue-collar jobs and its support of U.S.-based companies.
There are other videos in this current, “Work is a beautiful thing,” theme, but Patrick’s story is drawing the most viewer and social media attention. He says in voiceover in the spot that he was born with a learning disability, which only meant that he “never learned how to give up.” Vilify Walmart if you will, but please pass the hanky.