- Views & Opinions
According to the Advocate, Doritos plans to air two gay-themed ads during the Super Bowl. One spot features a man licking his lips while watching his supposedly gay neighbors eat Doritos. In the other, a man appears to be reaching for another man’s crotch in a sauna – before it’s revealed that he’s actually reaching for a bag of chips.
Popwatch reports that it’s not clear if the ads will really run during the big game. Frito-Lay, the PepsiCo division that manufactures Doritos, has yet to respond to Entertainment Weekly’s request for comment.
But Popwatch contends that the ads undoubtedly will prove provocative. “On the one hand, Super Bowl viewers obsessed with keeping the telecast G-rated will likely not take fondly to the ads’ sexual insinuation,” Popwatch’s Kate Ward says. “On the other, it’s difficult to deny that the ads are a tad offensive, especially when you consider the context under which they will air. As a fellow EW writer pointed out to me, the commercials would be shrug-worthy if you imagine them playing on Logo, where viewers would be “in” on the joke. Playing the commercials in front of a viewing audience that’s long been courted by boobs and booze makes it more difficult to imagine that gays aren’t being set up as the butt of the joke. (The first ad, for example, certainly seems to imply that it’s horrifying to be mistaken for a gay man.)”
Doritos is no stranger to controversy. The company recently inflamed the Roman Catholic Church for a commercial in which a priest decides to replace bread and wine with Doritos and Pepsi to attract more churchgoers. That ad was also under consideration for airing on the Super Bowl.