Who is the actor in the new Walmart commercial?
Unveiling Walmart’s newest face and what it means for the brand
(By Jim Webb)
Overview: A Familiar Face You Know
In Walmart’s latest branding blitz, the actor fronting the campaign is none other than Walton Goggins, a versatile and highly respected talent who has recently made waves with roles in The White Lotus, The Righteous Gemstones, and the Fallout series. The campaign, aptly named “Who Knew?”, transforms Goggins into a charismatic “hype man,” guiding us through Walmart’s vast and diverse product offerings—all underscored by The Who’s classic anthem “Who Are You?”
Meet Walton Goggins
Many know Goggins for his intense roles—from the enigmatic Boyd Crowder in Justified to the innkeeper from Django Unchained—but here he swaps gritty drama for a laid-back, almost conspiratorial charm. In his own words during the campaign’s launch event, he joked, “I may change my last name to Walton, so I’ll be the only Walton Walton here.” That offhand humor and self-awareness—shades of his gritty characters, yet entirely different—anchors the campaign’s tone: surprising, engaging, and disarming.
What’s the “Who Knew?” Concept?
The tagline itself is revealing: “Who knew?” It’s a question posed repeatedly throughout the 60-second spots as Goggins discovers increasingly unexpected items at Walmart—quintessentially everyday products like groceries, but also quirky finds like home saunas, bear spray, clogging shoes, even dentures. Set to the unmistakable tune of The Who’s “Who Are You,” the ad underscores one key message: Walmart has grown far beyond its reputation as a discount mart—it’s now a true omnichannel megastore with more than half a billion products and delivery options as fast as one hour.
Examples from the Campaign
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Home Saunas: Goggins is shown relaxing in a sauna, leaning back with a towel—then wryly remarking on discovering it’s from Walmart.
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Bear Spray: A rugged, outdoorsy scene plays out, only to end with the reminder: you can pick up bear spray on your next Walmart run.
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Dancing Shoes: In a comical twist, Goggins kicks into a clogging dance, fueled by shoes he bought right from the Walmart app.
Each vignette drives home the tagline: “Who knew?”
Here’s a highlight reel that captures Goggins’ charm and the spot’s visual flair—watch him break expectations and make every ordinary product feel … extraordinary.
Campaign Strategy & Rollout
Launched at Walmart’s annual associates rally in Fayetteville, Arkansas, the campaign was heralded with A-list frills—hosted by Jimmy Fallon and teased on social media by Paris Hilton and Russell Westbrook, complete with “I knew” branded bags—building buzz ahead of rollout during NBA Finals coverage and premium TV spots.
This campaign isn’t just TV—they’re pushing across TikTok (TopView ads), Reddit (approved user-generated “hacks”), outdoor billboards, and Spanish-language spots featuring comedic actress Stephanie Beatriz, set to Ricardo Arjona’s “Quién Diría.”
Why Goggins is a Great Pick
First, authenticity. Goggins comes off as genuine and relatable—not a cartoon pitchman. His previous tragically comedic roles give him credibility when delivering tongue-in-cheek punchlines. Second, cross-audience appeal: drama fans know him from HBO and STARZ; his Saturday Night Live hosting appearance even showed he’s capable of sticky, spontaneous comedy (including clogging—a neat tie to the dancing shoes scene).
Lastly, the campaign needed a confident presence who can embody “surprise”—someone who looks so in-the-know, you follow him into a Walmart and discover something unexpected. Goggins fits that mold to a T.
Reception & Industry Response
Industry insiders are describing the “Who Knew?” campaign as savvy and overdue. Marketing Dive praised Walmart’s approach as “challenging consumer perceptions” and positioning themselves as a true multichannel retailer offering express delivery and better selection.
Axios highlights how Walmart’s playing the long game: they’re moving beyond “low-price store” and into “destination retailer”—with half a billion SKUs and delivery in an hour.
Public Reaction & Shareable Moments
Viewer buzz is strong. Social media lit up with comments like:
“I had no idea Walmart sold saunas—this is genius.”
“Walton Goggins dancing in clogging shoes? I’m officially buying those shoes.”
The campaign’s widely shared clips, especially the clogging shoes scene, are getting traction for being conversation-starters rather than straight ads. That virality is intentional—by prompting shares and conversations, Walmart is expanding reach far beyond its paid investments.
Spanish-Language Push: Stephanie Beatriz Steps In
The bilingual approach aims to reach the Hispanic market with equal impact. In Beatriz’s spot, set at a gender-reveal party, she benefits from Walmart’s fast delivery—“quién diría” (“who would’ve thought”) that the gift arrives just in time. It reinforces the same core message: Walmart can do the unexpected—and fast.
Technology & Delivery: The Underlying Pillars
The ad is more than charm—it’s credibility. Behind the scenes, Walmart has:
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Expanded its third-party marketplace—offering more variety.
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Introduced express and one-hour delivery through Walmart+, leveling up against Amazon.
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Launched drone delivery tests in select Southern cities, signaling serious logistics muscle.
All of these supports the “how did Walmart get all that?” vibe—making surprising products credible.
Comparisons: A New Wave of Legacy Brand Reboots
Walmart isn’t alone. JCPenney launched a similar “Yes, JCPenney” campaign, highlighting its unexpected stylish offerings; meanwhile Walmart goes broader, emphasizing product depth and rapid delivery.
It’s a trend among legacy big-box retailers: reposition to stay relevant amid changing consumer expectations. This means moving beyond price, and leaning into convenience, diversity, and digital-savvy.
Behind the Scenes Quotes
From William White, Walmart’s Chief Marketing Officer:
“The role of this campaign is to really change perceptions … to a retailer that has a broad assortment and can deliver to you as fast as an hour.”
Walton Goggins added humor from the stage:
“I may change my last name to Walton, so I’ll be the only Walton Walton here.”
These soundbites capture both the message and the playful tone of the campaign.
What This Means for You
For consumers, it signals that Walmart’s not just about peanuts and toilet paper—it’s your go-to for practically everything.
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Need something niche?—check Walmart first.
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Need it fast?—express delivery’s got you covered.
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Curious about weird or fun items?—you never know what they’ll stock next.
But more important: Walmart is telling us it knows that consumers know more now than ever. They’re signaling “we can surprise you all over again,” and using a trusted face like Goggins to underscore it.
Industry Implications: The Modern Retail Playbook
Big-box chains are no longer competing on price—they’re competing on speed, scope, and storytelling.
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Technology-first logistics: One-hour delivery and drone testing show Walmart is catching up to ecommerce disruptors.
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Brand evolution ads: “Who knew?” is narrative branding—earning attention by reshaping perceptions.
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Authentic spokespeople: Goggins adds credibility; he isn’t a mannequin, he’s a character with edge.
This signals a broader trend: retail giants needing emotional resonance and contemporary relevance as much as low prices.
Final Take: Why This Matters
Walmart’s new campaign doesn’t just reintroduce the company—it redefines it. In an era where shopping looks more like clicking a phone than walking through aisles, Walmart positions itself as:
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Familiar yet surprising
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Fast yet dependable
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Mass-market yet personalized
With a campaign built around “Who knew?” (#WhoKnew), powered by a solid celebrity pick and a multi-level rollout, Walton Goggins isn’t just selling Walmart—he’s helping us rethink what Walmart is.
So next time you see that commercial—or hear “Who Are You” creeping into your head—remember: it’s not just an ad. It’s a declaration.
Who is the actor? Walton Goggins. Who knew? You might—after watching this campaign.
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