In addition to casting their vote, participants can enter a sweepstakes that will award five winners a virtual meet and greet with Reynolds and Jackman. Participants can vote and enter once every day for more chances to win between Nov. 10 and Dec. 20. Southfield, MI-based Merkle administers.
This isn’t the first time the two actors have joined forces for sarcastic marketing campaigns leveraging their brand affiliations and embattled bromance, which reportedly dates back to 2008 when the two starred in 20th Century Fox's X-Men Origins: Wolverine and has lived on via the occasional Twitter fight. In February 2019, Reynolds and Jackman attempted a “Truce” for a previous ad that tasked each with creating a promo video for the other’s brand. Not surprisingly, that ad didn't end in a truce and has garnered nearly 10 million views on Reynolds’ YouTube channel. (See video below.)
NOTE: For more photos from this campaign, visit p2pi.org. Path to Purchase Institute members have access to nearly 260 articles and more than 1,700 photos of merchandising and marketing activity at Sam's Club, along with a full Retailer Profile outlining the chain’s operations and strategies.