Watch: Doritos Unveils LGBTQ+ Themed 'Day of the Dead' Ad

by Kilian Melloy

EDGE Staff Reporter

Saturday October 30, 2021
Originally published on October 28, 2021

LGTBQ+-inclusive ads hit the airwaves like never before last holiday season — remember the Christmas-themed Etsy ad featuring a same-sex Black couple? Or how about the Ritz crackers ad that showed us what family and holiday cheer are all about? A new ad from Doritos corn chips seems like an early harbinger of a repeat this year.

Released in Mexico in time for Dia de los Muertos — "Day of the Dead" — the CGI-animated spot, which is in Spanish, shows a family visiting the grave of an uncle, Alberto, where they place gifts on an ofrenda, which is seen as a link between the world of the living and the afterlife, the Washington Examiner recounts.

"Once Alberto's sister places a bowl of what appears to be tortilla chips on the shrine, Uncle Alberto appears to greet his family," the Examiner details.

After asking how everyone is doing, Uncle Alberto introduces a second spectral gentleman as Mario, his life...or rather, afterlife...partner. The two clasp hands and share a look of love.

The moment that follows is one of joy, as an older woman — Alberto's sister — exclaims, "What a miracle! I thought he would be alone for eternity."

Bola VIP explains that in Mexico, "Halloween is only the first tradition of three dedicated to celebrate and honor the dead. And, the most important, is the Dia de los Muertos or Day of the Dead," a tradition rooted in ancient beliefs of Mexico's indigenous people, who "believed that the souls of the dead return each year to visit with their living relatives - to eat, drink and be merry."

As the camera lifts up and away from the happy scene, an equally uplifting message appears: "Nunca es tarde para ser quien eres" — "It's never too late to be who you are."

Watch the ad below.

Kilian Melloy serves as EDGE Media Network's Associate Arts Editor and Staff Contributor. His professional memberships include the National Lesbian & Gay Journalists Association, the Boston Online Film Critics Association, The Gay and Lesbian Entertainment Critics Association, and the Boston Theater Critics Association's Elliot Norton Awards Committee.