'Never eating your chips again': Viewers slam 'disturbing' Doritos Super Bowl ad featuring a woman giving birth prematurely

A Doritos Super Bowl advert showing a woman going into early labour has been slammed on social media as 'chilling' and 'disturbing' for trying to make a premature birth 'appetising'.

Hundreds vented their frustration at Australian filmmaker Peter Carstairs' 'Crash the Super Bowl' commercial which opens with a father loudly eating Doritos during his partner's ultrasound.

The tongue-in-cheek commercial ends with the mother screaming and giving birth after the unborn foetus lunges out of the womb in pursuit of some of the chips.

It sparked heated debate on social media, with some declaring the advert 'hilarious', but many other vowing to never eat Doritos again.

A Doritos Super Bowl advert showing a woman going into early labour has been slammed on social media as 'chilling' and 'disturbing'

Hundreds vented their frustration at Australian filmmaker Peter Carstairs' winning 'Crash the Super Bowl' commercial which opens with a father loudly eating Doritos during his partner's ultrasound

The Sklar Brothers ‏tweeted: 'Nothing's more appetizing than an extremely pre mature birth. Way to go Doritos. #SB50' 

Mindy Kaling tweeted: 'That Doritos ad was chilling.'

Brandon McCarthy tweeted: 'We'll start with the idea of premature babies and then work backwards,' said the Doritos ad exec.'

Mattie tweeted: 'Thanks, #Doritos, I'll lose weight by never eating your chips again.' 

Ronan tweeted saying: 'Doritos. No. Disturbing.' 

The 'Ultrasound' advert did not win Doritos' 'Crash the Super Bowl' contest - worth some $1 million - but the company was so impressed they decided to run it anyway, Mumbrella reported. 

The mother turns to her partner with tears in her eyes, only to find him stuffing Doritos into his mouth 

The father can be seen playing with the baby who knocks his head against his mother's womb trying to get the chip from his fathers hand

'Really you're eating Doritos, he's eating Doritos at my ultrasound, do you see what I have to deal with,' the mother says

Set in a doctor's consultation room, it shows a couple watching an ultrasound monitor as the doctor says: 'And there's your beautiful baby, any day now.'

The mother turns to her partner with tears in her eyes, only to find him stuffing Doritos into his mouth. 

'Really you're eating Doritos, he's eating Doritos at my ultrasound, do you see what I have to deal with,' the mother then says.

But the baby can then be seen trying to reach for the crisps on the ultrasound monitor.

And when the father starts teasing the foetus by bringing the Doritos closer, the baby then suddenly bursts out, much to the horror of many viewers.

Amanda Dodge ‏commented: 'alternatively titled 'made by white dudes for white dudes.' Never eating Doritos again…' 

Charlah ‏said: 'I'm never eating Doritos again.' 

When the father starts teasing the foetus by bringing the Doritos closer, the baby then suddenly bursts out, much to the horror of many viewers

The father, mother and doctor can all be seen screaming when the baby suddenly lunges out 

Hundreds of viewers said they would never eat Doritos again after watching the advert

It was not met with universal disapproval as many, including Dwayne 'The Rock' Johnson, tweeted to say they found the advert funny

Aussie filmmaker Peter Carstairs (pictured) made the 'Crash the Super Bowl' competition

Billah said: 'never having kids/eating Doritos ever again.'

But it was not met with universal disapproval as many tweeted to say they found the advert funny.

Dwayne 'The Rock' Johnson ‏tweeted: 'That Doritos baby ultrasound commercial could win best commercial of #SB50.'

The advert was up against David Rudy's 'Swipe for Doritos' and Jacob Chase's 'Doritos Dogs' for the big prize.

Mr Carstairs told Daily Mail Australia that the concept of childbirth is really different between a mother and a father.

'The guys I wrote it with really liked the idea when it comes to child birth and the concept that mothers usually see the process as really spiritual and life-changing.

'Dads are usually sitting in the corner, watching the footy and keeping to themselves and mums get annoyed with this. We thought we could play with this idea,' said Mr Carstairs.

With an element of truth behind it Mr Carstairs said that with 'every source of conflict there is always an element of humour.'

'It's always good to have a bit of a squirm,' he added.

When asked whether he was anything like the man in his commercial when his own children were born, Mr Carstairs responded 'not quite' but said that he understands that both parents go through a different journey.