Viewers were surprised by the LGBTQ+ inclusivity in the Doritos “Nunca Es Tarde Para Ser Quien Eres” commercial. “Love the new Doritos commercial!” tweeted queer director Q. Allan Brocka. “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.”
Others praised the portrayal of an older gay couple, noting that it was a nod to those who come out later in life. “I never thought a Doritos commercial would make me cry. This is so beautifully done,” shared @KitterleCathy. In fact, the shock over crying at an advertisement for cheese-flavored chips was a recurrent theme in reactionary posts. “I never thought a #Doritos commercial would have me ugly crying,” admitted @jlaflen72. “I love it.”
“to my Hispanic (mutuals), I am BALLING FROM THIS DORITOS COMMERCIAL,” @avsyoongi wrote, adding crying emojis to her post.
The brand gave a statement to The Advocate, saying that this was “an opportunity for Doritos Mexico to celebrate love and our commitment to the LGBTQ+ community every day. With the commercial […] we want to say that it’s never too late to share your true self, and when you are ready, we will support you.”