The holidays are a time for heartwarming traditions, sentimental ads, and a good cup of coffee. In 2009, Folgers Coffee debuted a commercial called “Coming Home” that was meant to evoke warm, nostalgic feelings—much like its classic 1980s ad, “Peter Comes Home For Christmas.” Instead, it brewed up something entirely unexpected. Dubbed the “Folgers Incest Ad” and “Folgers Brother and Sister Commercial” by the internet, this commercial became infamous for the “will they won’t they” vibes between its brother-and-sister protagonists.
More than a decade later, “Coming Home” has cemented its place in pop culture infamy. From memes to fan fiction and parodies, the ad’s unintended legacy lives on as one of the most notorious holiday commercials in modern history.
Plot Summary
The “Coming Home” ad opens with a young man stepping out of a taxi in front of a snow-covered house decked out for Christmas. His sister opens the door, and with a bright smile, she exclaims, “Sister!” to establish their sibling bond. He’s just returned from volunteering in West Africa, and the two quietly share a cup of freshly brewed Folgers coffee before their parents wake up.
As they exchange Christmas gifts, the sister places a bow from her unopened present on his chest. “You’re my present this year,” she says with a shy glance. The camera cuts to the brother’s reaction: a furtive smile that many viewers found uncomfortably flirty. The ad ends with the parents entering the kitchen, greeting the brother, as the iconic jingle plays: “The best part of waking up is Folgers in your cup.“
What was supposed to be a heartwarming family moment turned into internet fuel for jokes about sibling romance.
Creation and Intent
The ad was created by Saatchi & Saatchi, the same agency behind Folgers’ long-running 1980s holiday ad “Peter Comes Home For Christmas.” Writer Doug Pippin was inspired by his son, who had recently joined the Peace Corps and returned home for the holidays. The goal was to capture that warm, familial joy of reconnecting during Christmas.
Ray Dillman, the director, described the intent as “completely innocent” and focused on creating an emotional, believable moment between siblings. The actors—Matthew Alan as the brother and Catherine Combs as the sister—had no prior connection and were cast for their ability to embody that heartfelt reunion.
What no one anticipated was how the final cut would be interpreted by audiences.
The Internet Reacts
When the commercial aired, viewers immediately latched onto what they perceived as romantic chemistry between the siblings. The line “You’re my present this year,” and the shy, lingering looks between the brother and sister sparked widespread jokes. Social media platforms like Tumblr and Twitter were ablaze with comments, memes, and parodies.
It didn’t take long for the ad to earn nicknames like “the Folgers Incest Ad” and “Folgerscest.” A viral (now deleted) tweet in 2012 by Nicole James declaring, “Nothing gets me in the holiday mood like that incest/Folgers commercial,” garnered over 200,000 likes and cemented the ad’s infamous reputation.
Fan fiction writers also took notice, creating an entire subgenre of stories on Archive of Our Own (AO3) known as “Folgerscest.” These works range from innocent explorations of sibling relationships to outright NSFW tales. One particularly popular story, “A Home For All Seasons,” spins a dramatic narrative that culminates in tragedy.
Legacy and Cultural Impact
Though the ad stopped airing after 2012, its cultural legacy has endured. It’s been the subject of GQ retrospectives, countless parody videos, and even a BuzzFeed article declaring, “In Retrospect, That Commercial From 2009 Is Definitely About Incest.” (archived)
One standout parody comes from Above Average Productions, which created an extended cut of the ad where the siblings stop being coy and just go for it. Memes continue to circulate every holiday season, ensuring “Coming Home” lives on in internet lore.
For the actors and creators, the ad’s reception was both surprising and humorous. Matthew Alan, who played the brother, recalled being protective of the ad at first but later embraced its comedic legacy. “I love that people still talk about it,” he said in a 2019 interview with GQ.
