Doritos' New Día De Los Muertos Commercial Has The Internet Tearing Up

As tasty as Doritos are, the chip brand isn't typically one that screams "heartwarming" or "sentimental" — until recently. In celebration of their LGBTQ+ customers and the Día de los Muertos holiday, Doritos Mexico aired a commercial, available on YouTube, that is making many viewers cry with joy, based on the Twitter conversation about the ad.

In the animated Spanish-language skit, which has English subtitles, a Mexican family is seen visiting their relative Alberto's decorated gravesite during Día de los Muertos. Alberto's ghost then appears, greeting his family and introducing them to Mario, his partner. Though the family is at first surprised by Alberto's relationship, they soon express their happiness for him. At the end of the commercial, a message is displayed in the sky: "It's never too late to be who you are." Though the ad is only about 1 minute long, it was apparently powerful enough to tug on the heartstrings of customers even outside of Mexico, with many commenting on its cultural and personal significance. "In Hispano culture, especially in Mexican culture, this is not accepted, so I'm so deeply touched by this," one person said about the commercial on TikTok. Another fan on Twitter said, "I never thought a Doritos commercial would make me cry. This is so beautifully done."

It's common for brands to cater to LGBTQ+ customers during Pride Month in May and LGBTQ+ History Month in October, but for Doritos Mexico, the animated short seems to be more than a one-time marketing stunt. In fact, Doritos are hardly referenced in the commercial, save for a couple of brief shots of one of Alberto's family members snacking on them. Adweek explains that it's all part of the company's larger #PrideAllYear campaign in which it is actively incorporating LGBTQ+-positive messaging into its branding as a whole. "It's an opportunity for Doritos Mexico to celebrate love and our commitment to the LGBTQ+ community every day," a brand representative shared in a statement. "We want to say that it's never too late to share your true self, and when you are ready, we will support you."

That might sound like a lot of talk coming from a chip company, but Doritos Mexico has a history of addressing the stigma surrounding LGBTQ+ community members in the country's culture. Despite the backlash that the brand faced in 2016 after releasing Doritos Rainbow (via San Diego Red), Doritos Mexico has continued to remain committed to its inclusivity efforts. Fortunately, it seems that many customers are on board.