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Company: PepsiCo
    View Company Scorecard / Contact Company
Brand: Doritos
Ad Title: Fashionista Daddy
Business Category: Packaged Foods
Media Outlets: Television
Country: United States
Region: US National
Agency: consumer generated
Year: 2013
Target: Mainstream
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Theme(s)

Camp/Gay Drag

GLBT Punchline (laughing with)

Dude Looks Like a Lady

Theme Breakdown

AdRespect Score: 
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This ad initiates with a young girl dressed in a princess costume asking her father to play dress-up with her. The father, while holding a football says, “Sweetheart, I’d love to but the guys are waiting outside for me.” The daughter then pulls out a bag of Doritos chips and the father stares contemplatively at the bag. The next scene shows the friends of the father walking past the daughter's room. The friends then catch the father doing a runway-style turn dressed in a gown with a feathered boa and poorly applied makeup while holding the bag of Doritos. Initially the friends seem confused but the next shot shows the group of men, each dressed in drag holding a bag of Doritos. Suddenly, the wife walks by and scowls at one of the men, asking “Is that my wedding dress?” Like a kid caught in the act, he replies awkwardly (and with a Dorito falling out of his mouth), “It could be.” She then walks away, seemingly frustrated.

Most important in the ad's rating are the friends' and wife's responses. The friends join in on the fun. And rather than being upset that her husband is cross-dressing, she comments instead on the guest's use of her wedding dress. The reaction of the wife suggests a generally nonchalant attitude and no negative comment is made regarding the masculinity of the men.

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