The story peeks into a private conversation between a lesbian couple as they drive down a long, dark road. When one woman asks her partner how much she loves her, she initially responds with an overly romantic declaration that we’ve come to witness in entertainment: "Ill bring down the moon and the stars for you"

Then, the conversation takes a much more grounded turn as the passenger digs into what true love looks like for them—like kissing in front of a judgmental crowd, introducing her girlfriend to disapproving family members or being open about their relationship at work and risking not only her employment, but also losing friends and family.

Mexico is a very conservative country in which at least 50% of the LGBTQ+ community has faced discrimination. And talking about inclusiveness is a challenging task. But Doritos is all about being BOLD. So through its product Rainbow, the brand began a movement of diversity, inclusion, love, and respect in 2016. Portraying itself as a brand with a clear purpose and role: becoming an agent of connectivity between the LGBTQ+ community and those who still do not understand or accept it. A bridge of tolerance towards everything that is presented as dissident in the hegemonic society.

Although society is moving faster and faster towards respect, love still presents itself as a challenge for the LGBTQ+ community. And that far from living it freely, he has to appeal to courage.

Pride all year is not just an ad campaign but also a platform that aims to support the LGBTQ+ community not only during pride month but the whole year long.

Through different programs and in partnership with several ONGs, the brand fights hand in hand for LGBTQ+ rights in a country like Mexico, where there is still a need for a change in society, laws, and regulations.

RESULTS

587 Million Impressions

27.7 Million Views

3. 6 Million Interactions

7.60% Engagement Rate

In a country as conservative as Mexico we wanted to show, in a very touching way, how difficult love can be for some. What may be an everyday action like introducing your couple to your coworkers or holding hands in public for the LGBTQ+ community represents a risk of discrimination.

We also choose to be different from any other brand and how they approach this topic. So, if all other brands were celebrating PRIDE only in June, Doritos would celebrate it throughout the whole year. In this case, Valentine’s Day.