American manufacturing comes back to life, both literally and figuratively, in “Lights on,” a spot for Walmart by Saatchi and Saatchi New York. It opens in the darkness and shadows of a seemingly empty factory. Then a worker throws a switch; doors open, lights come on and machines whir to life. As the spot builds to a crescendo of industrial work, a voiceover explains Walmart’s plan to invest $250 billion into American manufacturing over the next ten years. The commercial was directed by Simon Ratigan of HLA and features dozens of real factory workers in several American factories that are currently supplying Walmart with products.
Rights of Way exhibition graphics by MGMT. design reflect themes of interconnectivity and movement.