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Company: PepsiCo
    View Company Scorecard / Contact Company
Brand: Doritos
Ad Title: The Sauna
Business Category: Packaged Foods
Media Outlets: Television
Country: United States
Region: US National
Agency: consumer generated
Year: 2011
Target: Mainstream
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Theme(s)

Gay Tease

Gay Vague

Walking Fine Line/Mixed Reception

Theme Breakdown

AdRespect Score: 
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Two shirtless men sit side by side in a sauna; one is black, sweaty and muscular, while the other white and slim. The man on the right glances over and sees that his acquaintance has his eyes closed. He takes the opportunity to sneak a peek and looks up, his mouth open wide in amazement. As the sauna sizzles, he takes another peek, and another, this time with a pleasurable expression. He continues to glance down, and finally reaches toward the man’s crotch. The bag rustles and the man wakes, perturbed to find a hand in his Doritos, which is strategically placed between his legs. Next, the leaner man holding the Doritos is actually being fed by the muscular one, who now has his arm around him. Smiling, he says, “You like that” in a slightly suggestive tone. This ad from Doritos was part of their 2011 Super Bowl commercial competition, and is a nod to a Swedish newspaper ad from Expressen.

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