Fresh from his turn on The White Lotus, which has rocketed him to heartthrob status, Walton Goggins is showing up in Walmart’s latest ad. Set to a reworking of The Who’s track Who Are You?, the commercial aims to get audiences to think differently about Walmart, and what it offers.

Created by a collection of Publicis Groupe agencies, the ad forms part of a wider recent refresh of the Walmart brand, which includes JKR’s update of its branding, introducing a redrawn wordmark, bespoke typeface and revised colour palette.

The ad sees Goggins pop up in a series of scenarios – in a sauna, on a bear hunt and breaking up a bar fight, where it turns out that Walmart has the products you need for every situation. ‘Who knew?’ asks the catchy sonic identity.

In other hands the whole premise could have turned out deeply cheesy, but Goggins’ charm keeps it all on the right side of naff, especially when the commercial taps into his real-life clogging skills. Who knew?