In their article, “The Male Consumer as Loser: Beer and Liquor Ads in Mega Sports Media Events,” Messner and Oca’s phrase of “[men] have each other, and of course, they have their beers,” (Messner, Oca, 1889) suggests that the alcohol is a mean for men to get bond with guy friends and be able to justify their immature behavior. Here, the men in the commercial have each other, and this time, they have their Doritos instead. The 2013 Official Super Bowl Doritos – Fashionista Daddy commercial consists of the conjunctive aspects of ads and gender as ideologies, as well as men’s defense to the “destabilized hegemonic masculinity” (Messner, Oca, 1903). The authors argue that men’s position in society is weakened as women gain social power in the contemporary era; the ideal masculinity of being dominant and serious men is no longer powerful, so that men would like to disguise their blurred masculinity and reconstruct it through the “self-mocking,” (Messner, Oca, 1905) which can justify their immaturity as humor and joke.

In this commercial, the father seems to care more about playing with his friends than playing with his own daughter, seemingly not interested in parenting – a part of house chores – . A girl playing princess is setting the normative view of the world – the dominant ideology of girls with dolls and guys with cars or outdoor activities – and, at the same time, the perpetuation of social meaning of masculinity and femininity is implied when the father is holing a ball contrast to his daughter. However, he and even his friends altogether put funny makeups on and dress up like princesses when the daughter shows the Doritos snack. Their immediate change suggests men’s simplicity and immaturity –since they were easily convinced by just snack -, but the nature of “buddies,” (Messner, Oca, 1887) makes them feel less embarrassed about their silliness and “secure in their bond with each other” (Messner, Oca, 1888~9). Another normative view was reinforced by the wife’s presentation, the woman who just came back from groceries shopping. The positioning of women in this ad clarifies the gender role in household and can be seen as suppressed inequality; house chores are on female. The fact that the man had time to spend with friends but did not plan to take care of his daughter or go groceries shopping with his wife explicitly suggests that house chores heavily depend on women, but displays it as such normality. From my perspective, men are playing smart to reconstruct their masculinity over femininity by embedding the traditional view of what is to be normal in the guise of new feature, the humorous and silly men. According to the authors, the ads these days no longer feature men as hero but as common figures to make male viewers be able to easily identify with (Messner, Oca, 1888). In that way, the ads that include gender hegemony (Messner, Oca, 1880) can be perceived as normal and right, even to the female.

This Doritos commercial is a case that successfully utilized the strategy of alcohol marketing to target male marketing and also helped men to reconstruct masculinity over femininity. However, it is still very uncertain that if masculinity will be reconstructed in this way.