Codebreaking: Doritos’ “Best Part”

Posted on by xiphoidmaneuver and tagged , , , , . Bookmark the permalink.

Advertising doesn’t just sell you the products you love and aspirational images. It also tells you what to shun and who not to be.

In Doritos’ “Best Part” we see a masculine, recently haircutted black man just a notch or two of attractiveness below Nivea Man. Looks good but not a supermodel – he could be you if only you’d work out more and have a healthy diet… of Doritos. He is eating Doritos at his white collar job. We learn that manly men eat Doritos and that Doritos are a normal office food.

From his counterpart we learn what a creeper looks like. You know, the guy who gets uncomfortably close, fellates co-workers’ fingers, and deeply inhales the aroma of other men’s pants while making an O-face. He breathes heavily, keeps his lips parted, speaks in a high voice, and looks like he does (among other things white and young – a true Doritos target demographic). If his pale skin and baby face didn’t make a strong first impression against the black guy, observe him next to the flush middle aged co-worker with thinning hair and thick rimmed glasses. The Doritos eating white co-worker is slim because Doritos don’t make you fat, but even his frame makes the creeper seem a little wiry.

At the end after the Doritos pervert de-pants his co-worker, in the fuzzy background you can see the black guy shaking his head disapprovingly. Here we learn it is normal for the creeper to be oblivious – nobody will tell him he’s creepy. Aspirational black guy certainly won’t tell him; his contempt is private. So if you’ve ever felt insecure about your masculinity, bring some Doritos to the office.

Related posts:

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  4. Codebreaking: Playing Spot-the-Difference in new Acura ads
  5. Codebreaking: Imported from the Rust Belt

5 Responses to Codebreaking: Doritos’ “Best Part”

  1. qubitman says:

    I see this a lot. You’ve got one guy who is totally incompetent socially and everyone has contempt for him like he’s beyond saving. In the narrative of media it’s rare to see someone reach out and help him, and those situations are definitely worth looking into, and on the other end if he helps himself it usually involves magic and a really hot girl that falls in his lap, or some massive tragedy. Something major outside of the character has to suddenly happen for him to change. You can probably guess how this can affect the thinking of people who identify with the creep over the black guy.

    I used to identify with that character. I assume if it happened to me it happened to many others. I cultivated a feeling of “wrongness” because I wasn’t, and had no interest in becoming, the successful black guy. So the consequence of this for me was that I couldn’t be fine with people doing the normal thing while I had no interest in being like that. It became a conspiracy that I couldn’t feel good about myself because I was not interested in the things television had been telling me for my whole life that I should be interested in. I couldn’t get over myself enough to play the game the way I had been instructed to play it. My personal consequences aren’t interesting enough to note here. What is worth noting is that it is a snare, and it worked. I fell for the lie that I had been taught to tell myself. I’m still working on where the lie hides in my attitude. It’s obvious to any outside observer, but changing and coming to terms with it can be very tricky.

    • xiphoidmaneuver says:

      If I understand correctly you used your failure to achieve a TV normal status to denigrate yourself even though you didn’t want to be TV normal. When other people did apparently achieve a TV normal status you used that to denigrate them. Is that right?

      When you say you couldn’t get over yourself enough to play the game as instructed are you referring to mass media instruction or personal instruction?

      • qubitman says:

        That sounds about right.

        Personal instruction. One is expected to perform certain duties in professional and academic life that I didn’t want to do. I went through the whole of school including a bachelor’s degree disliking the structure and design of school. The exposure to mass media has an effect on this that for me was negative.

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