Doritos is turning up the heat…just enough…with a bold new campaign starring Gen Z’s unlikely heartthrob, Walton Goggins. In a nearly four-minute short film titled “A Spicy, But Not Too Spicy Film,” Goggins plays a sultry plumber caught in a hilariously familiar setup: leaky pipes, a seductive homeowner, and plenty of double entendre. But instead of leaning all the way into the fantasy, Goggins shuts it down—and opts for a bag of Doritos Golden Sriracha chips instead.
According to Ad Age, the film, created by Rethink New York, is “as close to porn as the actor will ever get,” and blends cheesy adult film tropes—“the Bombshell,” “the Delivery Guy,” “the Cougar” with spicy humor to match the chip’s bold flavor. It’s provocative, exaggerated, and deliberately tongue-in-cheek.
The campaign includes a full digital rollout across social media, print, and out-of-home—including a Times Square takeover and a big-screen premiere in New York.
Chris Bellinger, Chief Creative Officer at PepsiCo Foods US, summed it up on LinkedIn:
“Went big with this one! Walton Goggins…Doritos…. you just need to watch it. Here is a new spicy…but not too spicy campaign starring the one and only Walton Goggins for Doritos Golden Sriracha.
I “accidentally” teased this earlier in the week, so here it is: we spent the last several months working on a spicy (approved PR language) short film…for Doritos. It’s bold. It’s provocative. It may make you blush. But damn was it a blast to make.
Presenting: “A Spicy, but Not Too Spicy Film,” all inspired by the intense (but not too intense) flavor of all-new Doritos Golden Sriracha.
Starring the legendary Walton Goggins, this campaign leverages humor, familiar …ahem…tropes (the Bombshell, the Delivery Guy, the Cougar) and a spicy narrative to engage our audience and breakthrough the advertising clutter. This was bold – even for Doritos! We saw the line…and went right up to it. It’s spicy, but not TOO spicy.
IMO, this film masterfully balances being bold and innovative while staying true to the product’s essence. The outcome? A campaign as unforgettable as the flavor itself. And had we not taken this risk, the world would never experience the unique heat of Walton Goggins wielding a wrench, or the spicy-but-not-too-spicy taste of Doritos Golden Sriracha chips. You’re welcome.
Thank you ADWEEK and Terry Stanley for running our NSFW (I mean TOTALLY suitable for work) spicy film. https://lnkd.in/g7cB3T8j
Congrats to the team who took a huge bold swing on this one: Rachel Ferdinando, Hernán Tantardini, Tina Mahal, James Wade, Curtis Calloway, Chiara Zamboni, Blake Bertrand, Rethink, D3 @ PepsiCo Foods US, Ketchum, OMD, Sarah Donohue, Melissa Cappabianca, Lindsey Smith, Elizabeth (Elly) Hayn, Erin Higgins, Lauren Kozar, Catherine (Catie) Brown, Garrett Finnegan, Amanda Paluzzi Wendy Prochilo, Jenny Allenbaugh Direct Focus, Monsoon Entertainment, Falyn Reaugh, Adrian S. Drew Ingram, Jeanette Zimmer, Lora Wylie, Brodie Dunn,Caleb Goodman Aaron Starkman Sean McDonald Tara Lawall SMUGGLER The Den Editorial @Rich Greco Nicole Rajesky Asher Stamell @Sean O’Connor Gabriel Sehringer Frito-Lay.
