L.B.U.D.

For Father’s Day, Walmart wanted to build long-term affinity with Black families. That meant the brand had to show up with respect and representation, not just another retail ad. Recognizing that Dads as a collective, especially Black dads, are too often misportrayed as uninvolved, even absent. We decided it was time to debunk the tired tropes and false narratives by inviting communities to experience a portrayal of Dads that matched their real lived experiences.

Partnering with Martian Blueberry, the animation studio behind the Boondocks, we created an epic ode to dads that reframed fatherhood through the lens of heroism, celebrating Dad’s unique superpower of coming to the rescue, day in and day out.