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Volume 26 No. 227
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Sam's Club Enlists Usain Bolt, Allyson Felix For Latest Campaign

Usain Bolt appears in the latest spot for Sam's Club, where he "flies down the aisles to check off all 20 items, including a large unicorn and a Christmas wreath, in under three minutes, thanks to Sam's Club's mobile-checkout scanning system," according to Kathryn Lundstrom of ADWEEK. Bolt is joined by fellow Gold Medal-winner Allyson Felix in the 90-second spot by MONO, Minneapolis. In the spot, Bolt and Felix use the Sam's Club app to "pick up and scan 20 items as quickly as superhumanly possible." Bolt "rushes a shopping cart down aisle after aisle at full speed." Bolt then "scoops up snacks, holiday decor and even pauses to taste what appears to be a fluorescent sports drink." A crowd of employees in their "signature blue vests cheer when he beats the clock." Bolt's signature celebration is "cut short with the arrival of Felix, who broke Bolt's record for most gold medals at the track and field World Championships." Felix "shoves a wad of gold medals in his chest, telling Bolt to 'hold my medals' as she heads toward the starting line." Felix will be in some other ads "talking trash with Bolt." The campaign will "consist of more than a dozen pieces of unique content" and a collaboration with ABC's "Jimmy Kimmel Live!" to air Nov. 26. It will "run through the end of the year across several digital and traditional platforms" (ADWEEK.com, 11/19).