Aunties Burst Into Song for Panda Express

Meal prep, love and dance moves

Hit it, Aunties!

For Panda Express, a bunch of them sing and dance, karaoke-bubblegum style.

It’s as silly as it sounds, with the ladies asking, “Have you eaten yet?”

Ahead of Asian American and Pacific Islander Heritage Month, the brand believes “food is a universal language of care, and this campaign celebrates that beautiful connection,” says Fabiola Del Rio, the brand’s VP of integrated marcom.

Moreover, the work seeks to resonate “not just within Asian cultures, but with anyone who’s ever been fed by someone who cares for them,” Del Rio says.

Everyone at the casting call “had to send in videos of themselves singing. It was phenomenal,” Opinionated copywriter Chris Le tells Muse. “At the end of the day, we really went with star power.”

Some might say the resulting film feels awfully on the nose for the cohort. But … Aunties. And it vividly makes a point about family bonds and meals. So dig in.

Panda played a similar card before, to fine effect, with its Lunar New Year effort.

Kate Hollowell directed through Epoch Films, with Opinionated handling creative development.