Everyone knows Walmart for low prices and groceries. The problem is, that’s all they know. Walmart has changed a lot, now offering a vast assortment, express delivery, and membership perks, but most shoppers still saw it as the same old store. We needed to break that “I already know Walmart” mindset and show people how much it’s evolved.

Walmart Creative: David Hartman, Jillian Haney
Walmart Marketing: William White, Courtney Carlson, Ana Schechtman
Agency: Publicis
Director: David Gordon Green

The Approach

We launched a full-funnel “Who Knew?” campaign built to surprise people with what Walmart actually offers. Each TV spot concluded with a line that captured that moment of rediscovery, “The Walmart you thought you knew is now new.”

How We Did It

We showed off unexpected finds from saunas to pianos to dancing shoes, partnered with Walton Goggins, appeared across sports and late-night TV, and turned real Reddit threads into ads. The Walmart app was the hero, proving you can get anything fast—all set to an iconic earworm that put Walmart back in culture.

The Results

The campaign didn’t just get attention, it changed how people saw Walmart. Perceptions around assortment, speed, and innovation all jumped. Even longtime fans admitted there was a lot they didn’t know.

Media Integration

Reddit OOH Partnership