Doritos Mexico is back with another heart-tugging spot for its Pride All Year campaign.
The spicy orange snack maker dropped the fifth in their series of pride-positive long-form commercials just in time for Valentine’s Day.
They’re calling it “Bold Love.”
The simple story follows a lesbian couple on a road trip with Y Tu Mama También vibes: a narrow two-lane highway at night with a full moon and palm trees over a desert landscape. A beach may be somewhere in the distance. The couple are bathed in moonlight.
The spot opens on the women’s hands, one over the other in an embrace. A guitar and piano kick in, and we see the road ahead.
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With the driver’s hands at 10 and 2 o’clock, her girlfriend munches from a bag of Doritos.
“I love you so much,” says the snacker.
And you’re already crying.
“How much?” her girlfriend answers.
With a look up, she says she would “bring down the moon and the stars for you.”
The two are smiling so broadly your head might explode.
“No, really,” her girlfriend asks. “What would you do for me?”
“Okay,” she replies. “I would go out in front of everyone, regardless of the looks or what might happen, and I would introduce you as my girlfriend to my whole family, even if my grandmother and my father stop talking to me.”
“I’d ask you to go to work with me every day, with a big bouquet of flowers, even if it meant they’d fire me.”
“I would marry you — even with half the guests.” She strokes the back of her girlfriend’s neck.
At this point, your heart is on the floor.
The spot winds down with some sobering statistics, displayed as the couple drives into their future:
“33% of the LGBTQ+ community has experienced discrimination at work.”
“There are still judges who refuse to marry people from the community.”
“3 out of 10 people have been evicted from their homes.”
“76% of the community avoids showing affection in public.”
The final shot is a return to the pair’s hands, one over the other, and the title “Bold Love”. A call to action directs viewers to cuentaconmigo.org.mex, an LGBTQ+ advocacy site.
The Pride All Year campaign kicked off in 2020 with the viral sensation “The Best Gift,” inspired by the true story of a father who believed his son was gay and turned to Reddit for help. The series returned with holiday spots for Mother’s Day, Father’s Day and Day of the Dead.
“We’re really proud of the accomplishments that have been achieved with Doritos Rainbow,” Doritos Mexico marketing director Eduardo Córdoba said with the debut of Pride All Year. “We believe the moment is right to show that our commitment extends beyond a proud celebration every June.”
