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.