Walmart celebrates Black fathers as superheroes in Father’s Day campaign

US – Walmart enlisted culture-first advertising agency Contender for the latest ad in its Black and Unlimited initiative.

The campaign introduces Answering The Call, an animated short film developed in partnership with award-winning Black-owned animation studio Martian Blueberry. The film features The League of Black and Unlimited Dads, a group of modern-day fathers who take viewers on an adventurous journey through parenthood. It highlights the importance they place on nurturing the physical, mental, spiritual and financial wellbeing of their children.

‘In culture and the media, positive stories about Black fathers need to be told,’ said Dee Charlemagne, director of cultural strategy at Walmart. ‘Through animation, the film taps into those everyday moments when dads show up and shape the lives of the next generation – that is a superpower.’

This campaign underscores Walmart's commitment to celebrate and support Black fathers. In our Identities series, we track recent developments relating to diversity and inclusion, including the evolution of masculinity.