In 2014, this commercial was aired as a funny, small break advertised Doritos' signature crunch. It starts simple with a man seemingly enjoying his chips in a public park while reading a book. As he crunches on the last chip, it catches the attention of a woman jogging by. She abruptly stops and turns to face him, then starts to take down her ponytail and walk up to him to look into the bag. She finds nothing, but notices some dust on the corner of his lips. To the man’s surprise, and delight, she grabs his chin to lick the cheese dust off of his face (Figure 2). She then is panned off the camera as she jogs away and then man is shown to have an idea of some sorts. Fast forward to another day, same setting and seemingly around the same time period, his idea is shown. This time he is waiting on the girl and, once he sees her, he eats the last chip as she runs past. This catches her attention once more, and he takes the time to move the bag to the side to show a mess of crumbs on his crotch area (Figure 3), suggesting an oral exchange. She seems to be intrigued, but the scene is briefly cut off with the Doritos logo with a crunch sound (Figure 1). Once it pans back, a bigger man is shown peeping around the corner, noticing the chips as well. The shocks the man on the bench. As the girl reaches to take out her ponytail, the bigger man shoves the girl out of the way to get the chips.

One theme is the use of sex to elicit desire for an object to eventually have it sell. Jean Kilbourne put it best in her film Killing Us Softly 4, “It’s the trivialization of sex and nowhere is sex more trivialized than in advertising where, by definition, it is used to sell everything” (Killing Us Softly 4). Along with this, she goes on to explain how porn is mainstream in today’s society especially with advertisements, even when it doesn’t even relate to the product it is trying to sell. This is shown in this commercial, since oral sex isn’t directly involved at all with Doritos, yet it used to gain the attention of viewers and market this product. They try to have an element of comedy in the end (or maybe leave a sense of “leaving it to the imagination” as well), but the focal point is clear: the sexual innuendos in the beginning of the video were the main selling point. This commercial is one of many that just shows how obsessed we are with sex and how effective is can be in the business market.

Another message that is depicted in this commercial is one of sexual dynamics that are commonly presented. In Jean Kilbourne’s Two Ways a Woman Can Get Hurt she writes, “The main goal, as in pornography, is usually power over another… Men conquer and women ensnare, always with the essential aid of a product. The woman is rewarded for her sexuality by the man’s wealth… ” (Kilbourne, 489). This is shown in the commercial. The man’s “wealth” is his chip bag (since there is something that is that good about Doritos, and that’s what they are trying to sell). When the woman shows interest in this, his new objective is to conquer or receive a sexual service for it. When opportunity strikes, he takes it with his power being displayed by a suggestive, cocky smile spreading on his face as the girl shares a small smirk back, ready to engage in this exchange. Thankfully, it’s interrupted by that really hungry man, but this goes to show the type of sexual dynamic that is popularly pushed in some even as common as a 30-second chip commercial. “Sex in advertising is more about disconnection and distance…” (Kilbourne 489), and this could set the grounds for the wrong perspective of sex that encourages violence, objectification, etc. against women.