Doritos and Desire

Yes, Doritos. Specifically, Super Bowl 45 Doritos.

The Doritos which give the mild-mannered pug a super-canine strength sufficient to bust down a door.

The Doritos which create a perverse obsession that propels nerdy office guy into a new stratosphere of creepy, finger-licking, pants-stealing behavior.

The Doritos which are apparently so powerful that, upon their application, dead fish revive, withered plants bloom, and a much-beloved Grandpa is reconstituted from his ashes. 


And, if you missed these commercials, just check out YouTube.

Now, we are savvy consumers. We know that Doritos are a cheese-flavored, salty, crunchy snack. We know that Doritos will not create super-dogs, turn people into perverts or raise the dead.

But, to my way of thinking, and being as kind as I can, let’s say that advertising exists to help us discern our desires and then provide solutions, in the form of consumables. And, it may even help us see those desires in grotesquely high relief, such that we can distance ourselves safely from the extremes, while admitting it’s a little bit like how we are, too.

Hence, though I can laugh at, and perhaps even diagnose, creepy office guy, I can also locate a little bit of obsession and anti-social behavior in myself.

Like the time I didn’t quite cut the piece of cake perfectly in half. And then, I gave the smaller part to my partner.

Oh, yeah, that.

Or, the time I was in such a rush to get the bus to New Paltz that I bowled over someone who was in my way. Ah, my inner super-pug.

Then, there are times when, I , too, have neglected the metaphorical fish, the plant, and even been clumsy with someone’s life (no,  dropping ashes hasn’t happened, yet). In those cases, there is no miraculous sprinkling of Doritos to make it all better.

But, there have been times, seemingly miraculous, when I have admitted my failings, asked for forgiveness, and received it. And, something did come back to life.

About Soul Intention

"Spirituality is, ultimately, about what we do with...desire. What we do with our longings, both in terms of handling the pain and the hope they bring us, that is our spirituality." from The Holy Longing by Ronald Rolheiser. Paraphrasing what Gerald May has said, in his book Will and Spirit, spirituality is our experience and interpretation of our relationship with the Sacred. The intent of this blog is to explore for myself, and to invite others to explore with me, just what is it we do with our desire? What is our spirituality? Mine has been shaped by many my formative years, by the Roman Catholic church. In the last decade, by the 12 steps. Most recently, by the Episcopal Church. And, always, always, by the sense that Nature helped to reveal the Great Mystery, of which we are all a part. So, my spirituality includes concrete practices, like the Steps, as well as probing more philosophical matters. I was certified, in January 2011, as a Spiritual Director by the Haden Institute. During those 21 months of study, which included a broad range of topics from Celtic Spirituality, to the Christian Mystics, to Jungian Depth psychology, I was given the space and time to ponder my own spiritual journey, hear about others' paths, and benefit from participation in an intentional community. My hope is that this blog can engender a similar conversation. Peace, Paul
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1 Response to Doritos and Desire

  1. Jan E. Lorah says:

    What? You mean Doritos cannot make all those things happen? I’m crushed. It’s a bit like learning that “baby carrots” are really just some sick-dudes idea of how to carve up big ones into little ones, sell them for more than twice the price, and make people think they are doing a good thing by consuming more carrots. (Whatever happened to knives?) Nicely stated, Paul. Too bad the baby carrots don’t have a chance at re-birth, too. 🙂

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