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All-American Asian Family in Target Ad

By John | Monday, October 5, 2009 | Comments

Others have blogged about this Target commercial earlier, but I wanted to chime in and also upload and link to a higher quality version. While I was watching TV over a week or so ago, I was fast forwarding through a bunch of commercials on my DVR when I noticed that there seemed to be a bunch of Asians in the commercial – so I quickly rewound and watched the commercial in full.

I was delighted. Target was highlighting “Shannon,” a mother of two and wife, taking care of herself and her family with products at Target where she can “Expect More. Pay Less.” I think this was the first time I’ve seen an Asian American simply portrayed as the normal, all-American family for a major nationwide brand. To many, this may be making something out of nothing, but for those who actually pay attention to such things, it’s always nice to be pleasantly surprised. Just like when I saw Art in an eHarmony ad, an Asian American couple on a date in a Wells Fargo commercial, or Larry in an ad for CareerBuilder.com and having nothing to do with being Asian or not.

In general, I’ve always liked Target’s commercials; they’ve had always a certain level of creativity and hipness, and their choice of music and playfulness with everyday products has really improved their brand and business, and made it cooler to shop at Tar-zhay rather than Walmart.

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Eric

I saw this commercial recently and was pleasantly surprised. Like you said, glad that Asian American family finally being represented as an actual family and not in some stupid ad furthering stereotypes. Target's commercials have always had a level of light heartedness to them, and love them over crap like Walmart.

johnminh

I think it's a great milestone to see an Asian American family as being just "normal." There's a reason why I spent $90 this weekend on clothes at Target, mainly exercise shirts, shorts, sweatpants and corduroys. Oh yeah, and underwear too! Uh, tmi?

After seeing that commercial, I sure do wish my mom could beatbox. =)

Dan W

It could be just me but I think this type of commercial is long overdue. It's about time these ads reflected reality, and I'm pretty sure there were a lot of "Normal" Asian American families since the first TV ad in history was broadcast.

johnklin

My mistake, "Shannon" is a mother of 3 - I was totally focused on the scene where there were Shannon's two sons while she is doing beatbox and totally missed her daughter in the family portrait scene. My bad!

Cindy

Ironic that this very positive normal American family ad was released in the same week that I spotted a McDonalds McCafe ad where the Asian woman in the end dipped her head and covered her mouth in yet one more out of context stereotypical portrayal. I spotted it during a fast forward and thought, "Did I really see that?" the rewind proved that unfortunately I did. Big points for Target. More jeers for McDonalds.

LindaChan

I have not seen this commercial but it looks great! I, too, am glad that FINALLY an Asian American family is portrayed as a normal, American family. And I agree about Target commercials--they are always enjoyable to watch. You can always tell a Target commercial when you see it. :)

Stan Eggroll

I saw this commercial, and was very pleased by it. I think I commented to my sister that "This ad needs to be on 8asians!" Made me all giggly inside.

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