To create a stong bond with Walmart consumers, we created an emotional tale of the right of passage that is the first day of school form both moms and kids. The story depicts a little boy attached to a teddy bear that represents his safety blanket. This bond is broken the moment he has to start school. When he forgets the teddy bear in the car when he leaves for school, mom rushes back to hand him the teddy bear only to find out his little boy has already made friends and she is the one forced to let go. But for her, the separation will be far more dificult. The commercial then closes reminding moms that Walmart will help them get ready when this moment comes.