Pro-Choicers’ Reaction to Doritos Super Bowl Ad Exposes the Weakness in Their Worldview

by Sarah Rumpf

A significant number of Americans profess to watch the Super Bowl “just for the commercials,” and the best and the worst ads make headlines for days afterward. This year, an ad for Doritos chips is causing controversy, for an implied pro-life message.

What’s causing controversy is the portrayal of that unborn baby as one with an actual human personality. As NRO’s Jay Nordlinger noted earlier, the ad dares to portray the unborn child as human, and “not a meaningless blob of protoplasm.”

The pro-abortion activist group NARAL tweeted its disapproval, criticizing Doritos for “using #antichoice tactic of humanizing fetuses.”


#NotBuyingIt – that @Doritos ad using #antichoice tactic of humanizing fetuses & sexist tropes of dads as clueless & moms as uptight. #SB50

— NARAL (@NARAL) February 8, 2016


“Humanizing” fetuses? How dare they imply that human fetuses are actually – quelle surprise! – human?

The trouble for NARAL and other pro-choice advocates is that technological advances like ultrasounds have become some of the most powerful arguments on the pro-life side. Even at the earliest stages of a pregnancy, it is clearly evident that the image an ultrasound shows is a tiny little human, and countless parents have watched that screen in amazement, overjoyed to see their baby for the first time and hear its heart beating.

By showing a “fetus” as not a “clump of cells” but a tiny human being, Doritos exposed the weakness of the pro-abortion worldview: The commitment to denying the humanity of the unborn child is in conflict with basic common sense. Those who prefer to describe their side as “pro-choice” cannot tolerate any evidence that shows the human life that “choice” could be ending.

Melissa Conway, Texas Right to Life’s director of external relations, praised the ad for “clearly capturing the human emotions and reactions of the preborn child.” In this ad, continued Conway, “Doritos acknowledges the awareness, feelings, and humanity each tiny life possesses.”

Texas state senator Konni Burton, a strong pro-life advocate who won the district formerly held by Wendy Davis (infamous for her 2013 pink-sneakered filibuster against a bill banning late-term abortions) agreed. “This ad shows the reason we fight so hard for the pro-life cause,” Burton told National Review. “The unborn child is human, unmistakably so.”

As for Doritos, they seem unfazed by any criticism, tweeting an animated GIF later in the game showing the same ultrasound baby moving back and forth, with the label “Touchdown Dance.”

Follow Sarah Rumpf on Twitter @rumpfshaker.

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