Walmart courts the Asian-American market with Tagalog, Mandarin, and Hinglish Black Friday ads

by Joey deVilla on November 20, 2014

walmart tagalog mandarin hindi ads

Black Friday, the day after Thanksgiving and the biggest shopping day of the year in the U.S., happens next week. It’s a big deal to retailers, and Walmart is reaching out to Asian-Americans in an interesting way: their languages. They recently released three ads following the same rough script, but each one tailored toward their target audience’s culture.

Each ad features an Asian extended family (mom, dad, son, uncle, and grandmother), a joke about how grandma will be a key player in their Black Friday shopping expedition, and culture-specific mannerisms. For example, the Tagalog (or Taglish, if you prefer) version shown below includes the Filipino mannerism of pointing with one’s lips:

Here’s the Mandarin version…

…and here’s the Hinglish version:

Remember, Black Friday and Thanksgiving don’t exist in the Philippines, China, or India — these are ads for specific cultures within the U.S. Market. It’s an interesting development and another step on the road to 2042, when it’s believed that ethnic and racial minorities will make up the majority of the U.S. population…and I’ll be part of that.

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