Walmart is aggressively reshaping its public image, moving away from the traditional discount store stereotype toward a digitally savvy retail powerhouse that still honors its middle-American heritage. This transformation is embodied in its new “Walmart. Who Knew?” advertising campaign starring Walton Goggins, known for his role in The White Lotus. Adding a clever touch, the campaign features The Who’s iconic track “Who Are You” as its soundtrack.

Neil Saunders of GlobalData explained the campaign’s effectiveness: “It hits all the right notes. It is funny and engaging, uses great actors and its message actually makes people pause and think.”

Earlier this year, Walmart updated its logo with a refreshed wordmark inspired by founder Sam Walton’s original trucker cap and introduced a bolder custom font. Although some social media users considered the change subtle, Walmart’s Chief Marketing Officer William White emphasized that the update signals a shift toward becoming an inspirational and digital-first retailer dedicated to serving both current and future customers.

The “Walmart. Who Knew?” commercial humorously showcases Walton Goggins in various scenarios: from buying a sauna at Walmart, ordering bear spray during a Bigfoot expedition, to resolving a bar fight using the Walmart app, and finally dancing clogging with folk dancers, highlighting the brand’s cultural roots. The spot concludes with the message, “The Walmart you thought you knew is now new.”

This campaign coincides with Walmart’s rollout of Sparky, a new GenAI assistant integrated into its app that helps users search, compare products, and read reviews, with plans to expand its multimedia capabilities.

Created by agencies including Publicis Groupe’s Leo Burnett NY and Fallon, the ads are airing online, on TV, social media channels like TikTok, and in out-of-home formats. Walmart is also encouraging fans on Reddit to share their own “Who Knew” moments.

Saunders noted, “The campaign is part of a broader strategy to widen Walmart’s appeal. While low prices remain central, Walmart now aims to disrupt online shopping habits dominated by Amazon, inviting consumers to give it a fresh look.”

‍