For proof that subtle messaging can arrive in the most unlikely packages, consider this Doritos ad broadcast by the corn chip producer for the Mexican Christmas market.

In it, a young man returning home for the holidays from his university calls his father to announce that he is also bringing a friend. Upon their arrival, dad realizes that they are more than platonic friends. He’s uncertain how to proceed, so consults that source of all knowledge, the internet.

Armed with the crowd’s advice, the next morning he tells his son in the kitchen that he has something to tell him. Haltingly, he says, “I just want to say that… I love you.”