Walmart’s Bold New Campaign: Spirit Music Group is proud to announce a historic milestone with the launch of Walmart’s latest national campaign — marking the largest sync license in Spirit’s 30-year history. This powerful new initiative from the retail giant is anchored by The Who’s legendary 1978 anthem “Who Are You,” and stars the always-electric Walton Goggins in a lead role that brings equal parts charisma, humor, and surprise to the screen.
The campaign centers around the new tagline: “Walmart: Who knew?” — a playful and clever line that mirrors the spirit of discovery and delight customers feel when they realize just how much Walmart has to offer. The Who’s “Who Are You” isn’t just featured in the background — it drives the entire campaign, serving as both sonic branding and mnemonic, making this partnership a prime example of music’s ability to elevate messaging and create cultural moments.
Known for his work in Justified, The Righteous Gemstones, and Vice Principals, Walton Goggins brings star power and comedic flair to the campaign, capturing attention and delivering the brand’s new identity with undeniable impact. The spot’s energy, narrative, and sound work in harmony to turn a retail commercial into something that feels cinematic — a testament to the power of pairing the right music with the right message.
For Spirit Music Group, this sync represents more than a major placement — it’s a landmark achievement that highlights the enduring legacy of The Who’s songwriting and the value of strategic sync partnerships in today’s advertising landscape. “Who Are You” is a timeless rock staple, and its use in this campaign showcases the song’s versatility and cultural relevance even decades after its original release.
This collaboration with Walmart underscores Spirit’s continued commitment to championing iconic catalogs and forging groundbreaking opportunities for our songwriters and artists. We’re incredibly proud to be part of a campaign that’s bold, fun, and unforgettable.
Who knew a sync could be this good?
Listen to Pete Townshend’s hits with us here:
License “Who Are You” and more HERE.
