A Doritos advertisement that featured the Day Of The Dead (aka El Dia De Los Muertos) shocked viewers when it turned out to have some queer cast members.
The ad, run by Doritos Mexico, shows a family visiting the graveside of a dearly departed Uncle, who appears in ghost form to talk to his family.
The ghost of Uncle Alberto appears alongside another ghost, and introduces him as "Mario....my partner."
Several members of the living family gasp, except for the eldest, Uncle Alberto's sister, who applauds and says "What a miracle. I thought you'd be alone forever."
Love the new Doritos commercial! The folks who regularly call us "snowflakes" and make fun of trigger warnings are coming unglued over this sweet depiction of queer love and acceptance.
🏳️🌈🖤🤎❤️🧡💛💚💙💜pic.twitter.com/I4HmS1uIWT
— Q. Allan Brocka (@allanbrocka) October 28, 2021
Excuse me while I cry about this new Doritos commercial. 🏳️🌈 pic.twitter.com/22NBYHbGqv
— Thomas Vanderbrook (@TVanderbrook) October 27, 2021
Kudos to Doritos for this commercial now playing in Mexico for Día de Muertos. I'm always amazed at how America claims to be a country of equality and freedoms - yet this commercial would create havoc in the US from conservative Christian folk. 🤷🏼♂️ pic.twitter.com/UaH8FBnlXe
— ᒪᗩᑎᑕᗴ 🏳️🌈 (@LanceUSA70) October 28, 2021
No, you're crying over a @Doritos commercial 🥺 pic.twitter.com/YtErVEB9tZ
— spooky justin 👻 (@just_jenkins) October 27, 2021
At the end of the spot, tearful viewers are shown a reassurance that "Nunca Es Tarde Para Ser Quien Eres," which is the title of the video, and translates to:
"It's never too late to be who you are."
to my Hispanic moots, i am BALLING FROM THIS DORITOS COMMERCIAL 😭😭😭 pic.twitter.com/lBRNzUrSNt
— 🌱abby⁷ 🇲🇽 (@avsyoongi) October 27, 2021
Doritos - yeah, the chips - created an LGBT Dia de los Muertos commercial. It's in Spanish. The deceased man appears to his family with his partner Mario.
This is amazing. Not what I had on my 2021 bingo card. But oh my god.https://t.co/NA1BrUhdAJ
— Joey Palacios 😷 (@Joeycules) October 27, 2021
wait why a Doritos commercial making me cry 😢 https://t.co/DsbHvRHVgG
— jotochimaru (@jotochimaru) October 25, 2021
I don't know if it's just because I'm sick but I'm currently crying over that Doritos Dia de los Muertos commercial.
— 🔪🎃Moll-ignant Henery🎃🔪 (@BloggingBanshee) October 27, 2021
Doritos was proud to run the commercial.
"In Mexico, the Day of the Dead is a celebration of life. It's a moment to share our respect, love, and unity for all the people we cherish, even if they are gone," the company said, according to LGBTQ Nation.
"And it's an opportunity for Doritos Mexico to celebrate love and our commitment to the LGBTQ+ community every day."
"With the commercial 'It's never late to be who you are,' we want to say that it's never too late to share your true self, and when you are ready, we will support you."
Watch this @Doritos commercial that aired in Mexico. So sweet 🥺🏳️🌈🥰#DiaDeLosMuertos pic.twitter.com/oDkKNQuWnM
— FeMaiden 💛🕶🏳️🌈⚖️🧪 (@b_denum) October 27, 2021
Ok the new @Doritos commercial is amazing ♥️ dia de los muertos, love is love 💕 it is never too late to be yourself 🌈
— tara platt (@taraplatt) October 28, 2021
That Doritos commercial just got me. Like tears.
— little sad and a lotta dumb. (@swampMISSthing) October 27, 2021
that Doritos commercial, hit right in all the emotions. 🥲 it's so sweet i melted. best Doritos ad i've ever seen 💚
— 🜱 paul ☤ (@notjjobaku) October 27, 2021
There's only one thing left to say to Doritos:
Buen chico. Gracias.
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Saul Loeb/AFP via Getty Images