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Doritos - Enrique Iglesias

Company: PepsiCo
    View Company Scorecard | Contact Company
Brand: Doritos
Ad Title: Enrique Iglesias
Business Category: Packaged Foods
Media Outlets: Television
Country: United States
Region: North America
Agency: BBDO Worldwide
Year: 2003, 2002
Target: Mainstream
Ad Spotter: Adrianne Pryor
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Pop music megastar Enrique Iglesias sings a romantic song from the stage for an audience of young women, all jumping for joy.

In voiceover, Iglesias says, as he looks out at the adoring fans, "When I sing a song, I need to feel it. I always try to find someone... with that special unique something that makes me fall in love."

At that moment, his eyes fall on the one man in the front row. The gentleman isn't jumping to the music like the women around him, simply staring ahead like a deer in headlights. Then Iglesias reaches out his hand to the man, who looks to the left and right without emotion -- disbelieving that the hand could be for him.

It turns out he was right, Iglesias was reaching for the bag of chips the man was holding (obviously smuggled in, since no arena would allow outside food to compete with its own overpriced snacks).

The ad, debuted on the MTV Music Awards, carries a neutrality to it, since the stunned fan was not appalled at the star's apparent romantic interest, though it would have been groundbreaking if he was indeed interested but still left behind for his Doritos.

Doritos says the joke isn't gay -- "It's not how we interpreted it," according to spokeswoman Lynn Markley. So what's funny? "The humor is he's grabbing a bag of Doritos." Markley didn't allow that the reason the ad is funny is that Enrique appears to select the only man in his audience when he's talking about love. Even Slate.com sees something gay about it.

"It's important to reach a younger audience and we wanted to make the ad hip and cool," she says. But not gay -- at least admittedly so.

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Adam McBride , Orlando
Interesting that Pepsi would take as big a risk with such a top product AND a pop star. While I like to see gay-positive ads, I don't think that there's enough understanding of how important the neutral ads are: while the positive ads show positively gays/lesbians interacting in society, it is usually too uncomfortable for most 'staright' North Americans. Being innundated with gayness on a level that "doesn't really matter," just like issues such as race, are far more effective in promoting a positive environment for the GLBT community. Gays and lesbians don't deserve special recognition. We're past that point of need. now it would be best if we were portrayed as a normal and comfortable part of society. Ads like this one, who don't directly address the issue of homosexuality, yet directly draw humor from it in a non-offensive way, are the most effective, particularly when it comes to advertising technique. The gay issue disarms, and immediately after -- WHAMMO! -- we see a familiar name and package. Right after a "memorable" incident (Enrique Iglesias eyeing another man), we have Doritos -- a name we will more likely remember!

Michael Susi , New York, NY
When I saw this one on TV I was so floored that the name brand completely slipped my mind after viewing! I have not been a fan of Mr. Iglesias' smarmy, self-obsessed, wispy singing style. But I must say that it took guts and a great sense of humor to participate in this ad. I hope it gets lots of air play.

John Primeau , Seattle
If Doritos truly wanted to be daring, it might have been far more effective to have had George Michael or Ricky Martin play the lead. It certainly would have positioned Doritos in a true "product as hero" light

Sparki , Pembroke Pines, FL
I'm a lady, and I am hetero, and I think that the advertisement was funny and BRILLIANT, but it ouldhave been better if they had used Ricky Martin as the star instead of the none-too-handsome Enrique Iglesias, because this senorita thinks that Ricky Martin is one handsome caballero!

Adam Mcbride , Orlando, FL
It's interesting that pepsi would take as big a risk with such a top product AND a pop star. While I like to see gay-positive ads, i don't think that there's enough understanding of how important the neutral ads are: while the positive ads show positively gays/lesbians interacting in society, it is usually too uncomfortable for most 'staright' north americans. Being innundated with gayness on a level that "doesn't really matter" just like issues as race are far more effective in promoting a positive environment for the GLBT community.

Gays and lesbians don't deserve special recognition. We're past that point of need. Now it would be best if we were portrayed as a normal and comfortable part of society. Ads like this one, who don't directly address the issue of homosexuality, yet directly draw humor from it in a non-offensive way are the most effective, particularly when it comes to advertising technique. The gay issue disarms and, immediately after, WHAMMO! we see a familiar name and package. Right after a "memorable" incident (Enrique Iglesias eyeing another man), we have Doritos-- a name we will more likely remember!

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