Doritos' Super Bowl ad started off innocently enough, but it ended with a joke comedian Mindy Kaling described as "chilling."
In the 60-second spot, an expecting father has some fun with the ultrasound of his unborn baby craving a chip. In a bizarre twist, the fetus propels itself out of its mother's womb to get its hands on the snack. The idea of an extremely premature birth had some viewers irate.
"That Doritos ad was chilling," Mindy Kaling tweeted.
The ad also garnered backlash from NARAL Pro-Choice America.
"#NotBuyingIt -- that Doritos ad using #antichoice tactic of humanizing fetuses & sexist tropes of dads as clueless & moms as uptight," the organization tweeted.
However, the commercial's creator, Australian filmmaker Peter Carstairs, had a sweet, personal connection to the ad, which reportedly had a $2,000 production budget.
"The animated baby -- that animation is created from a still from the ultrasound of my son Freddie, so that's kind of an animated version of Freddie," Carstairs told ET. "Like, if Freddie was in utero trying to catch a Dorito, that's what he would look like, because it's him."
By contrast, one ad that was almost universally loved was Hyundai's 45-second commercial, starring Ryan Reynolds and his many clones.
ET spoke to the former Sexiest Man Alive over the weekend where he told us why he wouldn't be at the Super Bowl.
"I got a one-year-old at home and a wife [Blake Lively] waiting for me," he told ET. "I'm going to get out of here tomorrow before the zoo happens and watch it on TV."