Walmart Begins Rom-Com Shoppable Ad Format


Romantic comedies have become synonymous with Hallmark and now Walmart is tapping into this relatable happy format while including a shoppable item option amidst the storyline

The key elements of the buy from the script are not new. Some of the early black and white tv shows had a pitch after the story ended for purchasable products from the story.

What we know:

  • 23-part commercial series
  • "Add to Heart,” a pun on the add-to-cart feature. 
  • Visible on TikTok, Roku, YouTube and Walmart’s owned social channels 
  • This is TikTok’s first fully shoppable holiday series.
  • An assortment of 330 products will be showcased
  • Storyline
    •  Jessica, a New York designer returns to her hometown. A series of mishaps precedes her encounter with an old flame named Javi.

Because the format is heavily dependent on you investing your time and emotions; the story becomes an opportunity to buy product you can now associate or imagine yourself in a similar situation and with great success. 

Watch, Shop and Swoon With Walmart's First Fully Shoppable Series

Walmart's Chief Marketing Officer William White suggested the goal of "Add to Heart" feature is "shorten that distance between inspiration and purchase.”

"Add to Heart" Trailer (

To find out more about and to shop the collections from the series, visit

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