Coming Home (advertisement)

"Coming Home" (commonly referred to by unofficial titles such as the Folgers Incest Ad or the Folgers "Brother and Sister" Commercial) is a 2009 television commercial for Folgers Coffee.[1][3][4][5][6][7][8][9][10][11][12] The commercial was created by the advertising agency Saatchi & Saatchi with the intention of emulating Folgers's 1980s commercial "Peter Comes Home For Christmas."[1][4][5][6][7]

Coming Home
Still image from the advertisement
AgencySaatchi & Saatchi
ClientThe J.M. Smucker Company[1]
LanguageEnglish
MediaTelevision
Running time45 seconds
Product
Release date(s)2009
Written byDoug Pippin
Directed byRay Dillman[1]
Music byLeslie Pearl[1][2]
Starring
Produced byJerry Boyle[1]
Preceded byPeter Comes Home For Christmas

The commercial became infamous after many viewers perceived that the brother-sister main characters were either engaged in or desired an incestuous relationship.[1][4][5][6][7][8][9][10][11][12] The commercial inspired multiple works of fan fiction (collectively referred to as "Folgercest" or "Folgerscest"), including an entire section on the website Archive of Our Own; fan art; and parody videos.[1][4][5][6][7][10]

Plot

Writing for GQ, Gabriella Paiella described the plot as follows:

"Coming Home" opens with a taxi dropping a young man off outside a snow-covered house bedecked in Christmas decorations early one morning. A young woman excitedly opens the door and establishes that she’s his sister by pointing at herself and saying "sister!" He’s weary, having just returned from volunteering in "West Africa," and the two share a cup of freshly-brewed Folgers coffee while their parents are still asleep. (In some versions he even says "ah, real coffee," as if he didn't just come from where some of the best coffee in the world is produced.) He hands her a small present, but instead of opening it, she peels off the red bow and sticks it on his shirt. "What are you doing?" he asks. "You’re my present this year," she responds. The camera zooms in on her shy glance, then cuts to his furtive, flirty smile.[1]

Their parents then enter the kitchen and greet the brother as the jingle "The best part of waking up, is Folgers in your cup" plays.[1][8][9][10]

Background

In the 1980s, Folgers released a long-running commercial called "Peter Comes Home for Christmas."[1][2][4][5][6][7] In that commercial, a man named "Peter" comes home and his greeted by his younger sister, who is a little girl (as opposed to a teenager).[1][4][7] An additional inspiration was that writer Doug Pippin's son had recently joined the Peace Corps and come home for Christmas.[1][6][7][8]

Legacy

For the ad's tenth anniversary in 2019, GQ interviewed people involved in creating the ad.[1]

References
  1. Paiella, Gabriella (December 16, 2019). ""You're My Present This Year": An Oral History of the Folgers Incest Ad". GQ. Condé Nast. Archived from the original on December 12, 2021. Retrieved December 11, 2021.
  2. "'The Best Part of Wakin' Up': Folgers' Iconic Jingle Sells for $90,500". People. IAC. October 4, 2021. Archived from the original on December 13, 2021. Retrieved December 12, 2021.
  3. LaCapria, Kim (December 18, 2019). "Folgers 'Incest Ad'". TruthOrFiction.com. Whats True Incorporated. Archived from the original on December 12, 2021. Retrieved December 12, 2021.
  4. Read, Max (November 23, 2012). "Kick Off the Christmas Season with Thousands of Words of Incest Fanfic About the Weirdest Folger's Commercial of All Time". Gawker. Gawker Media. Archived from the original on November 27, 2021. Retrieved December 11, 2021.
  5. Romano, Aja (November 26, 2012). "How to talk to your family about that Folgers incest commercial". The Daily Dot. Archived from the original on December 12, 2021. Retrieved December 12, 2021.
  6. Park, Benjamin (December 23, 2015). "The Folgers Brother-Sister Christmas Commercial, Explained by the Brother Himself". Vanity Fair. Condé Nast. Archived from the original on May 9, 2021. Retrieved December 11, 2021.
  7. Bowman, Sabienna (December 23, 2015). "The Real Story Behind Folgers' Siblings Xmas Ad". Bustle. Archived from the original on December 12, 2021. Retrieved December 12, 2021.
  8. Paul, Andrew (December 17, 2019). "This oral history of the infamous Folgers incest ad confirms that we, not Folgers, are the real perverts". The A.V. Club. G/O Media. Archived from the original on December 12, 2021. Retrieved December 11, 2021.
  9. Broderick, Ryan; Notopoulos, Katie (December 23, 2015). "Everyone Is Convinced The Brother And Sister From This Folgers Ad Are Hooking Up". BuzzFeed. Archived from the original on December 12, 2021. Retrieved December 11, 2021.
  12. Beer, Jeff (December 22, 2020). "The 25 most spectacular branding fails of the last 25 years". Fast Company. Archived from the original on December 12, 2021. Retrieved December 12, 2021.
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