Nia Long and Larenz Tate Have the ‘Love Jones’ Reunion We’ve Been Waiting For, But There’s an Elephant in the Room

Those of us who’ve been waiting to seek out out whether Nina Mosley and Darius Lovehall, the black and sexy leads of the 1997 cult romantic comedy “Love Jones,” ended up together will finally get our wish this holiday season. Leading actors Nia Long and Larenz Tate – still black and still hot, we’d add – teamed up for Walmart’s “Love Jones”-themed holiday ad, featuring variations Dionne Farris’ now iconic song “Hopeless” as the opening soundtrack.

In the Walmart Holiday x Love Jones spot titled “Give a Gift That Shows You Get It,” the gift-giving begins early when Nina (Nia) finds a Walmart box on the steps of her house and unwraps it to seek out a record player. Confirming that the gift is indeed from him, Darius (Larenz) repeats certainly one of his lines from the hit movie in which he asks, “Do you mind if I play something for you?”

Whether the poet Darius (Larenz) remains to be attempting to be “the blue in (Nina’s) left thigh… trying to become the funk in (her) right” stays unknown, but nostalgia hits when the two start dancing to the Isley Brothers classic: ” Stay in the groove with you, part 1.” To ensure this moment doesn’t go undocumented, a young woman, presumably the daughter of the fictional couple, appears at the door to capture the moment on camera, clearly taking a cue from her photographer mother, Nina. It’s an uplifting return to a black cinema classic that a lot of us would love to revisit in the era of sequels.

That said, the elephant in the otherwise romantic room is Walmart. The big-box retailer dampened a number of holiday spirit this yr with its post-election announcement that it was “phasing out” most of its DEI initiatives, which is essentially being interpreted as a preview of comparable industry policies to return under the incoming Trump administration. Among the now abandoned initiatives are a $100 million racial equity center launched in 2020 in response to the police killing of George Floyd, in addition to prioritizing 51% of BIPOC, LGBTQ, veterans and women products. – reported the Houston Herald..

“It’s after the DEI programs end that the marketing department will definitely (know) how to change the narrative,” commented one YouTube viewer. “This ad won’t let me forget that Walmart discontinued all DEI efforts,” one other commenter said.

Walmart clearly still sees value in attracting black consumers, as evidenced by the Gen X-friendly spot starring Tate and Long (notably, the spot was produced likely months before the election and subsequent DEI rollback). The company was sensible to think about our annual purchasing power it’s estimated to eclipse $1 trillion by 2030, in response to McKinsey & Co.

“Serving Black consumers can help brands better serve customers, especially as the country’s increasingly diverse demographics continue to grow,” said Shelley Stewart III, McKinsey senior partner and global leader for repute and engagement.

To that end, while many viewers welcome the return of Darius and Nina (some have even called for an official, if long overdue, sequel), the dichotomy between promotion and Walmart practice has not gone unnoticed.

“Walmart needs to rethink its DEI policies,” a YouTube commentator said. “We play it in our faces, using characters and actors we love!”