If you’ve been wondering who the Walmart commercial actor is in that quirky, confident new ad—yes, the one dancing through absurd scenes while The Who blares in the background—meet Walton Goggins. He’s the unexpected star behind Walmart’s “Who Knew?” campaign, and he’s helping shift how millions of people see the retail giant.
Walmart Commercial Actor: The Commercial Everyone’s Buzzing About
Walmart’s new brand campaign isn’t subtle. Set to the unmistakable riff of Who Are You by The Who, the ad throws viewers into surreal, fast-cut scenes. The introduction of the campaign sets the stage and generates interest for the rest of the commercial, immediately grabbing attention. There’s Goggins in a sauna. Then he’s out on a bear hunt. A few seconds later, he’s charming his way through a bar fight and breaking into an impromptu clog dance. The ‘Walmart, Who Knew?’ campaign includes a one-minute commercial with a series of four vignettes starring Walton Goggins.
Every moment is meant to surprise you. And every punchline lands with the same refrain: “Who knew Walmart sold this?” The commercials highlight Walmart’s vast selection of unexpected items including saunas, dentures, and dancing shoes.
But let’s back up a bit. Before you can talk about the product lineup or catchy music, you need to understand the ad’s foundation—its star. The Walmart commercial actor, Walton Goggins, is the glue holding it all together. Without him, the tone might feel too forced or cheesy. With him, it feels smooth, weirdly cool, and just self-aware enough.
Related: What Makes an Effective Brand Ambassador in 2025?
Why Walton Goggins?
He’s not your typical choice for a national retail campaign. Goggins is better known for his roles in Justified, Vice Principals, The Righteous Gemstones, The White Lotus, and Amazon’s Fallout. He’s played hitmen, corrupt preachers, cowboys, and even a radiation-scarred ghoul. So why pick him as the Walmart ad guy?
That unpredictability is exactly the point.
Goggins brings a sly charm that never feels like acting. He’s sharp but laid-back. Offbeat but not cartoonish. And in this campaign, he manages to make even a line about bear spray feel stylish. The casting is a wink to the viewer—Walmart is evolving, and they want you to take a second look.
At Walmart’s annual associates rally in Fayetteville, where the ad premiered, Goggins himself showed up in person. “I might change my last name to Walton,” he joked on stage. “So I’ll be the only Walton Walton here.”
Reinventing the Walmart Brand
The “Who Knew?” campaign is more than a funny commercial. It’s Walmart’s biggest effort in years to reinvent its public image. For decades, the brand has been synonymous with low prices, but not necessarily inspiration. Now, the company wants to reposition itself as a modern, fast, multi-channel retailer. The new ad campaign invites new and established customers to take a second look at Walmart.
According to William White, Walmart’s Chief Marketing Officer, the goal is to “change perceptions that people have of the Walmart they think they know … to a retailer that has a broad assortment and can deliver to you as fast as an hour.” White also emphasized the importance of creating breakthrough creative that sparks conversation and engagement.
See Also: The Rise of Brand Storytelling in Retail Marketing
That’s where the Walmart commercial actor becomes more than just a performer—he’s a stand-in for the viewer. He’s in on the joke. He’s not surprised Walmart sells portable saunas or designer clogs, because he knows something you don’t.
Stephanie Beatriz Joins the Campaign
The English-language ad isn’t the only version making waves. Walmart also tapped Stephanie Beatriz, star of Brooklyn Nine-Nine and Encanto, to lead the Spanish-language version. Her comedic timing and relatable energy offer a perfect cultural fit, broadening the campaign’s reach.
While Goggins plays the charmingly smug insider, Beatriz’s version is more down-to-earth and lively. Both versions share the same theme: Walmart’s product range is way bigger—and cooler—than you think.
A 500-Million Product Playground
At the heart of the message is this stat: Walmart now offers over 500 million items across its stores, website, and third-party seller marketplace. The “Who Knew?” concept is designed to spotlight that range—and challenge the assumption that Walmart is just about groceries and budget basics.
You want bear spray? They’ve got it. Designer-quality cookware? Sure. A pair of dance shoes to hit the club later? Done. And they’ll get it to you same-day in many areas. That’s the new playbook—and the campaign makes sure you remember it.
Recommended Reading: Omnichannel Retail: Why Delivery Speed Is the New Battleground
Who’s Watching? The Target Audience Unpacked
Walmart’s ad campaign isn’t just aiming for a single type of shopper—it’s casting a wide net. The campaign, fronted by Walton Goggins, is designed to connect with consumers from all walks of life. Whether you’re a busy parent, a college student, or someone who’s only ever set foot in Walmart for a last-minute birthday card, the ad wants you to see the brand in a new light.
By tapping into familiar TV genres and using a recognizable face like Goggins, Walmart is making a play for both longtime customers and those who might have written the brand off as just another big-box store. The campaign’s vignettes are crafted to resonate with people who crave convenience, value, and a bit of surprise in their shopping experience.
William White, Walmart’s Chief Marketing Officer, has been clear: this campaign is about breaking down old perceptions and showing that Walmart’s services and product selection are for everyone. The goal? To connect with customers on a deeper level and remind them that Walmart is more than just a place for groceries—it’s a destination for just about anything you can imagine.
From Social Media to Prime Time
The ad’s rollout is as ambitious as the concept. The Walmart commercial actor can be seen across TikTok, YouTube, Reddit, and even during marquee TV spots like the NBA Finals. Walmart is also pushing influencer partnerships, including teaser posts from Paris Hilton and Russell Westbrook, both flashing branded bags with the words “I Knew.” Walmart intends to place its ads prominently on platforms like TikTok and YouTube, as well as in out-of-home advertising locations.
For a brand that once leaned heavily on Sunday newspaper flyers, this campaign is pure 2025.
Behind the Buzz: The Marketing Strategy
So, what’s the secret sauce behind this ad campaign? Walmart’s marketing team knew they needed more than just another commercial—they needed a campaign that would get people talking. Enter the “Walmart. Who Knew?” series, a collection of quick, quirky vignettes starring Walton Goggins.
The strategy is all about surprise and delight. Each ad in the series is designed to catch viewers off guard, using humor and unexpected scenarios to challenge what consumers think they know about Walmart. By leaning into Goggins’ offbeat charisma and the playful tone of the vignettes, the campaign stands out from the sea of generic retail ads.
Walmart’s approach is to make the brand feel fresh and relevant, using the “Who Knew?” tagline as both a punchline and a call to action. The campaign isn’t just about showing products—it’s about shifting perceptions and inviting consumers to rediscover what Walmart has to offer. In a world where attention is currency, this ad campaign is engineered to make sure Walmart stays top of mind.
The Aftermath: Impact and Reception
The buzz around Walmart’s new ad campaign was immediate—and loud. Within days of the commercial’s debut, social media lit up with reactions, memes, and plenty of “Who knew?” jokes. Consumers and industry insiders alike praised the campaign’s boldness, with many calling it one of the most memorable commercials of the year.
Early data shows a spike in online searches for both the ad and Walton Goggins, as well as increased engagement on Walmart’s digital platforms. The campaign’s reach across TV, video, and social media has helped Walmart connect with a younger, more diverse audience, while also reminding longtime customers of the brand’s evolution.
Brands and marketers are taking note, too. The campaign is already being cited as a case study in how to use humor, star power, and clever storytelling to break through the noise. For Walmart, the payoff is clear: more people are talking about the brand, exploring its products, and seeing it in a whole new light. And that’s exactly what this campaign set out to do.
Final Word: A Perfect Casting Swing
Goggins may not be the actor people expected, but that’s what makes him such a brilliant choice. His presence helps Walmart break from its stale, practical image into something more self-aware and modern.
So, the next time someone asks you, “Who is that Walmart commercial actor?” you’ll know exactly what to say.
It’s Walton Goggins. And who knew he’d be the perfect fit?