A touching and tender new Doritos advert celebrating both LGBT+ love and the Day of the Dead, or Día de Los Muertos, has gone viral for all the right reasons.
The cartoon ad shows a family paying tribute to their deceased Uncle Alberto, who appears as a ghost alongside another man. When the family members ask who he is, Uncle Alberto responds: “He’s Mario, my partner,” while holding hands and smiling. An older woman claps and says, “What a miracle! I thought you would be alone forever.”
The advert then cuts to the title, in Spanish, which is translated to: “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.”
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