On Tuesday (December 5), Walmart sent waves across the internet by reuniting Love Jones icons Nia Long and Larenz Tate for a nostalgic holiday commercial.
But while the campaign sparked excitement over seeing the duo together again, it didn’t quite hit the mark with everyone. Many folks on Black Twitter were less than thrilled with the ad, and we will tell you why in just a minute
So, if you haven’t seen it already, the brief, nostalgic commercial opens with Dionne Farris’s “Hopeless” playing in the background. Nina (Nia Long) opens the door to an early Walmart Christmas surprise from her now-husband, Darius (Larenz Tate).
He walks in on her as she opens the gift—a Victrola record player, a nod to their “Love Jones” characters having a meet-cute at a record store.
“Is this an early present?” Long asks Tate, who responds, “You know I don’t like to wait. Merry Christmas, babe.”
Tate then delivers his iconic line: “Mind if I play a lil something for you?” and he throws on The Isley Brothers, a reference to the CD she was searching for and later gifted her on “Love Jones.”
As the two lovingly dance together, their daughter – following in her mom’s footsteps – pops up and snaps a quick photo of them together.
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The commercial successfully delivered on nostalgia and feel-good vibes, with many fans excited over Nia Long and Larenz Tate’s reunion.
However, the warm fuzzies weren’t enough to shield Walmart from sharp criticism on Black Twitter.
Many called out the retailer for what they saw as “hypocrisy” in using a heartwarming, culturally significant ad to court Black consumers while simultaneously dismantling programs meant to benefit Black communities.
You see, just last week, Walmart announced plans to curb its “diversity, equity, and inclusion (DEI)” efforts.
According to CNN, the retail giant also said it was ending racial equity training programs for employees and reviewing programs aimed at increasing supplier diversity.
Additionally, Walmart stated it is reassessing its funding for Pride and other events and monitoring its online marketplace to remove products marketed to children that are deemed sexual or transgender-related.
Most notably, Walmart revealed it would not extend its Center for Racial Equity, a five-year, $100 million philanthropic effort launched in 2020 to address systemic inequities in areas like education, health, and criminal justice outcomes for Black Americans.
So, you can understand why the holiday commercial—while nostalgic and a beautiful nod to the Black classic film Love Jones—didn’t sit well with Black Twitter.
This is some bullshit @Walmart don’t disrespect Black prople & then pander to us & try & sell us shit by exploiting our own people. Nia & Lorenzo probably filmed this long before you all decided to end DEI efforts & contributing the 100M you pledged to the Center for Racial… https://t.co/vOHykG30bQ
— A Long Talk 2020 (@ALongTalk2020) December 4, 2024
and
Wal-Mart dropping DEI from corporate initiatives and hiring at the same time dropping a Love Jones themed holiday commercial is the nastiest of works that I hope none of my Black folx are moved by. Stop accepting crumbs from a table they don’t want you at
— Roc Nation Refugee (@Pragmatism14) December 4, 2024
and
It’s a lovely surprise birthday present ???? commercial. I’ll end it right there! ????♐️????
— The Goddess Dionne ????⛎ (@DionneFarris) December 4, 2024
and
Walmart trying to appeal to black people with that Love Jones commercial after ending their DEI initiatives. That company is the devil.
— God’s favorite bitch (@_BaitlessPOOTIE) December 4, 2024
and
If Walmart really think they can get more customers from the Nigga community this holiday season with a Love Jones cameo as a commercial then they would be absolutely right
— Primetime (@Soul_Brother13) December 4, 2024
and
#Walmart‘s holiday ad is getting attention, but is it too much? They’re using ‘Love Jones’ characters for nostalgia, but some say they’re ignoring big issues like DEI.????
???? Is this a smart move or a big mistake? Let’s talk! ????#Walmart #HOLIdays #marketingproblems #BIZBoost pic.twitter.com/kE8Qww2NpV
— BIZBoost™ ???? (@BIZBoost) December 4, 2024
and
Walmart said, ‘DEI at work, no!’ But for Black consumer outreach?! Let’s ‘Love Jones’ it up?!
A beautiful, nostalgic campaign. pic.twitter.com/a7t9xKNt1S
— Monet (@SocialMonet) December 4, 2024
and
It’s still a NO with Walmart but I love everything about this ad ???? and Nia Long and Lorenz Tate refuse to age .. they look amazing ❤️ #LoveJones #Christmas #Walmart #NiaLong #LorenzTate https://t.co/Z0uMrCZKFu
— Sabrena Martin (@SabrenaMartin) December 4, 2024
and
Walmart is pro segregation & rolled back diversity, equity & inclusion policies targeting women & marginalized groups. But Walmart also released a Love Jones commercial.https://t.co/fRcrE8RJMc pic.twitter.com/lWx8nusS8U
— Fly Sistah ???? (@Fly_Sistah) December 4, 2024
and
Walmart using Larenz Tate & Nia Long in an ad after doing away with Diversity, Equity & Inclusion is gaslighting to the most infinite degree.
i thought the ad was cute but it broke my heart bc its fucking WALMART.
it should have been Target..
— OriginalDé (@HeyDeedle) December 4, 2024
