In 2018 America saw a massive shortage of truck drivers. As baby boomers are reaching retirement age this industry needs to pitch this career to a new, and very different, generation. This is a hard position to fill as the job is rigorous and takes its drivers away from their home, friends and family. Walmart experienced this shortage firsthand as they needed more than 1000 drivers to keep operations running. Walmart wanted to use the upcoming National Driver Appreciation Week as an opportunity to thank their current drivers and recruit new ones. We showed the unique culture of the drivers and their appreciation of the beauty of this land.

This spot was created to run during Driver Appreciation Week. The spot features real Walmart drivers as they travel cross-country in their rigs. Set to the song “Traveller” by Chris Stapleton, we capture the role of these drivers as they leave their families and homes to drive across America from coast to coast and everywhere in-between. The drivers each sport their own unique Walmart trucker hat and bring with them reminders of home to keep them company as they drive through urban, suburban, and middle of nowhere America encountering one another along the way.