Walmart is tapping into ‘90s nostalgia with its new Christmas commercial, a tribute to the 1997 romantic comedy-drama, “Love Jones.”
The 30-second ad features a reunion between the stars of the cult classic film, Larenz Tate and Nia Long, who reprise their roles as lovers Darius Lovehall and Nina Mosley.
Fans have been asking for years for a sequel to “Love Jones,” which has a hopeful yet ambiguous ending. While far from being a full sequel, the Walmart ad appears to confirm that Darius and Nina stayed together and may now have a teenage daughter.
“Is this an early present?” Nina says in the commercial, as she opens a record player given to her by Darius.
“You know I don’t like to wait. Merry Christmas, babe,” Darius responds.
“We are both so connected to our characters from ‘Love Jones’ and believe that today, they are still in love, celebrating holidays together,” Tate told FoodSided about reprising the role of Darius for the commercial. “It was such a seamless opportunity that we were thrilled to be part of.”
While some fans are calling the ad “amazing” and “the best Christmas present,” not everyone is a fan of the commercial.
Keep reading to learn more about why Walmart’s “Love Jones” Christmas ad is sparking controversy online.
Why is the Walmart ‘Love Jones’ commercial stirring controversy?
Some people on social media have accused Walmart of hypocrisy for featuring a story centering Black characters in the wake of the company’s recent decision to roll back many of its diversity initiatives.
One user even called Walmart’s relationship with the Black community “purely transactional.”
TODAY.com reached out to Walmart for comment but did not immediately hear back.
In November, the big box retailer confirmed that it will wind down its Center for Racial Equity, CNBC reported.
Walmart launched the nonprofit in 2020 with the aim of addressing systemic racial inequality in the areas of education, criminal justice, finance and health, according to the center’s website.
The retailer is also no longer using the phrases “DEI” or “diversity, equity and inclusion” in internal documents and employee titles, according to CNBC.
In addition, the company is curbing racial equity training for employees and has said it will no longer prioritize suppliers based on their race or gender, NBC News reported last month.
Walmart has also said it is pulling some LGBTQ-related products marketed to children, including chest binders, according to NBC News.
These moves come as Walmart and other major retailers face pressure from conservative activists to scale back their DEI policies.
Right-wing influencer Robby Starbuck, who has spearheaded efforts to change corporate policy at companies including Tractor Supply, Lowe’s and Coors, celebrated Walmart’s recent policy shift on X, calling it “the biggest win yet for our movement to end wokeness in corporate America.”
In a statement shared by CNBC, Walmart said the recent changes reflect the company’s willingness “to change alongside our associates and customers who represent all of America.”
“We’ve been on a journey and know we aren’t perfect, but every decision comes from a place of wanting to foster a sense of belonging, to open doors to opportunities for all our associates, customers and suppliers and to be a Walmart for everyone,” the statement said.
How are people reacting to Walmart’s ‘Love Jones’ commercial?
Walmart’s “Love Jones” Christmas ad is getting varied reactions on social media.
Some fans were thrilled to see Nina and Darius back together again on screen and shared their hopes for a “Love Jones” sequel.
“I need a sequel LIKE NOW after seeing this !!!!!” one person commented on the YouTube ad, and another commenter called the commercial “sooo nostalgic!!!”
Others had shared mixed reactions online, with one saying that while they appreciated the “Love Jones” throwback, they do not approve of Walmart’s recent decisions.
“This is cute,” one person commented on YouTube, “but we still boycotting Walmart.”
Others expressed anger at Walmart for highlighting “Love Jones” in the wake of the company’s recent diversity policy changes.
“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,” one person wrote on the X platform. “Stop accepting crumbs from a table they don’t want you at.”
“Walmart just abandoned all of their diversity policies but is also airing a Love Jones themed Christmas commercial? That’s wicked.,” another X user wrote.
“Walmart y’all trying it! You remove any DEI and anti-discriminatory policies and then decided to make a Love Jones commercial?!!” another person said in a recent X post.