A heartwarming Doritos Mexico commercial is going viral worldwide with its surprise ending.
The ad centers around Día de los Muertos (Day of the Dead), a holiday to commemorate loved ones who have died.
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In the Spanish language ad, a family approaches a grave covered with traditional offerings plus a bowl of the snack chips. A girl eats the chips in the background.
But when the deceased man’s sister says that she misses him, a ghostly version of Uncle Alberto appears in a spooky cloud of blue vapor.
“Hello family,” Uncle Alberto says. “How is everyone?” as another man appears behind him.
When asked who the newcomer is, the ghost simply says, “He’s Mario. My partner.” The men hold hands and look into each others’ eyes as the family gasps.
But his sister’s response is what has made the short spot so popular online. She starts clapping with happiness for Uncle Alberto.
“What a miracle,” she says. “I thought you’d be alone forever.”
The tagline at the end of the spot is “It’s never too late to be who you are.”
“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. “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.”
This isn’t the first time Doritos Mexico has come out with a commercial that is supportive of LGBTQ people. Earlier this year an ad entitled “El mejor regalo” or “The best gift,” was inspired by the true story of a father who believed his son was gay so he turned to Reddit for help on what to do.
“We’re really proud of the accomplishments that have been achieved with Doritos Rainbow,” Doritos Mexico marketing director Eduardo Córdoba said at the time. “We believe the moment is right to show that our commitment extends beyond a proud celebration every June.”