A touching and tender new Doritos advert celebrating both LGBT+ love and the Day of the Dead, or Día de Los Muertos, has gone viral for all the right reasons.
The cartoon ad shows a family paying tribute to their deceased Uncle Alberto, who appears as a ghost alongside another man. When the family members ask who he is, Uncle Alberto responds: “He’s Mario, my partner,” while holding hands and smiling.
An older woman claps and says, “What a miracle! I thought you would be alone forever.”
The advert then cuts to the title, in Spanish, which is translated to: “It’s never too late to be who you are.”
The video has more than 2.5 million views on YouTube.
Many have praised the commercial for including the cultural tradition of the Day of the Dead and connecting it to a queer identity, with one person writing on Twitter: “How the f**k is this Doritos commercial making me cry.”
Another person tweeted: “Wait hold up, that hit me out of nowhere, why is a Doritos ad making me sob.”
A third wrote, “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.”
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
“Things I never though would happen: Me crying over a Doritos ad. #LGBTQ #RepresentationMatters,” a fourth tweeted.
— Lyra Hale 🏳️🌈✍️🇵🇷 (@TheAltSource) October 26, 2021
Just searching “Doritos Ad” on Twitter, you can find a number of positive reactions to the clip. Though there are many who are directing their homophobia towards the ad and vilifying their so-called “gay agenda”, the people who love the ad majorly outweigh the negative messages.
A representative from Doritos Mexico told The Advocate: “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.”
“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,” they added.
The Day of the Dead is a Mexican and Latin American holiday taking place in early November which celebrates loved ones who have passed.