Walmart is back in WhoKnewVille — and this time, the town’s resident mischief-maker has a familiar face. In a holiday flex that only the world’s largest retailer can pull off, Walmart has revealed that Walton Goggins is officially The Grinch, anchoring the brand’s Black Friday and Cyber Monday push with a performance that’s both cheeky and surprisingly heartfelt.
The new campaign, created by a collective of Publicis Groupe heavy-hitters, Fallon, Leo Burnett New York, the community, CONTENDER, Digitas, and directed by Marc Webb of RadicalMedia, returns audiences to the Dr. Seuss–inspired world Walmart debuted earlier this fall. The spot pairs Goggins’ Grinch with Mindy Lou Who as the unlikely heroes of WhoKnewVille, spreading the word that Walmart’s Black Friday deals (running November 25–30) can be snagged without the chaos, thanks to the Walmart app.
It’s a whimsical reinvention of holiday retail advertising — and Walmart is leaning all the way in. The reveal of Goggins as The Grinch arrived the same morning the brand dropped its doorbuster lineup, along with an exclusive sneak peek at Cyber Monday deals going live December 1. Watch below:
But the transformation wasn’t fully real to Goggins until the makeup and prosthetics came on. After a nearly three-hour process, he asked to be left alone — and found the character staring back at him. His wife sealed the deal with a text: even irritated and slightly annoyed, this Grinch felt like someone she could actually hang out with.
Walmart has made a habit of turning pop culture favorites into retail events. The brand has revived Mean Girls, Office Space, and even built a ten-part faux-series of ads last year, riffing on everything from Bridgerton to Yellowstone to Friday Night Lights. Now, Goggins’ Grinch is front and center as the chain unveils deals running November 25 through 30, with Cyber Monday dropping December 1.
Among the biggest steals:
• a 10-in-1 game table for 149.99 dollars, down from 381.99 dollars
• a Flashforge 3D printer for 229 dollars (normally 799 dollars)
• an iHome towel warmer for 34.24 dollars
Goggins has become increasingly visible in big brand work, from GoDaddy to Doritos, something he once avoided. He credits Samuel L. Jackson for the shift, recalling advice Jackson gave him: stand in front of a mirror and deliver the lines your way. “That’s my strength,” Goggins says. “Not to play into someone else’s idea, but communicate the message the way I would.”
As for whether he’d return as The Grinch next season? Goggins doesn’t hesitate. “I had such a good time playing him, I didn’t want it to end,” he says, though he admits that decision “is way above my pay grade.”
CREDITS:
Brand: Walmart
Chief Marketing Officer: William White
BRAND: Dr. Seuss Enterprises
AGENCY:
Fallon
Leo Burnett Worldwide
the community
CONTENDER
Digitas USA
PRODUCTION COMPANY: RadicalMedia (US)
Director: Marc Webb
Licensing
Creative License
Licensing Executives:
– Graham Micone
– Leah Kahan
REELated:
YETI turns gifting into a gateway for adventure
