This is a hilarious commercial. It starts with one guy eating Doritos at a gym. Then another guy comes in and puts some in his mouth but before he chews, the guy holding the Doritos says he snuck out of Tim's locker. The other guy immediately spits out the Doritos and says, "Tim loves Doritos, we gotta hide this." Then a Dorito comes flying like a throwing star and hits him in the neck. Then Tim comes at the one guy left standing in samurai armor made of Doritos with a Doritos weapon screaming at the top of his lungs and then the commercial cuts off.
So I think that since the setting of the commercial is in a gym, it puts the idea into some one's mind that fit people eat Doritos so it can't be too bad for you. In this commercial, the characters are all funny people. They represent the company and that plays into how so many people want to be the funny guy and not boring or serious. So it makes people think, whether they know it or not, that Doritos will make you a funnier and more likable person. Even though most people consciously know that it won't, it still has your subconscious mind believing them. People want to be funny and likable because they believe the myth that if you are funny and people like you then you will have a happy life. This is not always true though. The commercial also has some Asian culture in it. Tim is in samurai armor made of Doritos which the viewers instantly recognizes and looks into their minds for all of the stories and legends and movies about samurai that they have experienced. They remember how they felt when they were listening, reading or watching the legends and movies. That is how the commercial sells.
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