A Spicy But Not Too Spicy Plumber

Doritos is turning up the heat — but just a little — with a cheeky new campaign promoting its Golden Sriracha chips. At its centre is a short film titled A Spicy, but Not Too Spicy Plumber, starring Walton Goggins as a comically professional handyman surrounded by increasingly suggestive situations. Styled after 1970s adult films, the spot leans into innuendo and parody, with Goggins staying obliviously straight-laced until he bites into a Dorito, triggering a hilariously on-the-nose genre shift. The video debuted during a VIP event at New York’s Slipper Room, with a broader 360-degree campaign featuring digital, social, and Times Square placements, plus spicier content shared via Instagram’s broadcast channels.

Developed with agency Rethink, the campaign taps into Gen Z’s preference for bold but balanced flavours, matching the chip’s tangy-sweet heat with humour that’s risqué but not explicit. The nostalgic spoof is designed to stand out while positioning Golden Sriracha as Doritos’ next breakout hit. According to PepsiCo Foods U.S. SVP Tina Mahal, the goal is to “playfully subvert expectations” and drive intrigue. With Goggins riding a wave of popularity from roles in The White Lotus and Fallout, the campaign walks a fine line between irreverent and mainstream — potentially earning Doritos both attention and controversy.