Wal-Mart’s Mascot Stars as ‘Rollback Man’

CHICAGO Wal-Mart’s smiley face mascot reappears as a secret agent in a new television spot from Bernstein-Rein.

The 30-second spot, breaking today, shows the familiar icon racing to a Wal-Mart in a roadster before charging into the store and targeting prices with a wristwatch laser, a spinning bow-tie and a lethal karate chop. The spot’s soundtrack has Johnny Rivers singing a version of his signature song, “Secret Agent Man,” with the lyrics changed to “Rollback Man.”

The smiley face icon has appeared as a cowboy, a construction worker, Zorro and Robin Hood in previous spots from the Kansas City, Mo., agency.

The Bentonville, Ark.-based retailer spends more than $400 million on television advertising annually, according to Nielsen Monitor-Plus.