Name one TV commercial you remember, and I’ll bet you had an emotional reaction the first time you viewed it — whether it made you laugh, smile, cry, or all three.
It’s no secret that some of the most memorable advertising somehow pulls at your heartstrings. Case in point: the Budweiser Clydesdales, the Apple iPad widower, or the Mac Daddy of them all, the Sarah McLachlan SPCA ads (you’re welcome for that earworm btw).
However, there’s a new player on the list of corporate emotional manipulators, and it’s one you may not expect: Doritos.
Over the holidays, Doritos Mexico launched a commercial that’s since made waves for all the right reasons, especially in the LGBTQ+ community.
This Doritos ad from Mexico about a single dad trying to express his support for his gay son has me tearing up.
— Q. Allan Brocka (@allanbrocka) January 8, 2021
It features a divorced father with a college-age son who brought a friend home for the holidays. However, he soon suspects his son and the male companion “are a couple and they do not dare tell me,” so he goes to Reddit for advice on how to break the news gently that he knows… and, more importantly, that his love is unconditional.
The ad — which is based on a true story — ends with a simple, subtly sweet exchange between father & son… followed by the viewer’s own visceral ugly-crying (or maybe that’s just me?).
With everything going on in the world today, it’s the virtual, inclusive embrace we all need right now, albeit from an unexpected source. (Then again, as the saying goes, “If you can’t get a warm, bosomy grandma hug, fill the spiritual abyss with a chips commercial!”)
Here’s hoping it makes its way to U.S. airwaves soon.
Watch the full Doritos Mexico ad (in Spanish with English subtitles) below.