Folgers "Home for the Holidays" Commercial

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Name: Folgers "Home for the Holidays" Commercial
Abbreviation(s): Folgers Incest Commercial, Folgercest, Folgerscest
Creator: Folgers Coffee brand
Date(s): 2009 – present
Medium: TV commercial
Country of Origin: United States
External Links:
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The Folgers "Home for the Holidays" Commercial, also known as Folgers Incest Commercial or Folgercest fandom, relates to a 2009 holiday commercial by the coffee brand Folgers. In the commercial, a brother and sister reunite for the holidays and are very happy to see each other (Eye Sex).

This squicked a lot of viewers, but fans of incest pairings found it hilarious and often reblogged it on Tumblr. A fandom grew from it, fanfiction posted to Archive of Our Own and fanart to Tumblr.

When Folgers created its 2009 ad about a brother and sister's touching reunion, the brand certainly didn't mean for it to become an anthem for incest.

But something about the meaningful looks exchanged between the siblings and their oddly uncomfortable repartee has caused it to be remembered as "the Folgers incest commercial."[1]

okay hold up, hold up, you need to see the commercial because the sexual tension in there is INSANE....

In fact, it’s so crazy sexually charged that it’s downright legendary. Which is why people actually ship them. And whenever people ship anyone… you get smutty fanfics on AO3.

Someone brings it up every Christmas, ala “look’s like it’s the season of the incest coffee commercial again!”. It’s probably one of my favourite things. I find it hilarious. And adorable. Except for the incest bit.[2]

The Commercial


The ad is a remake of the 1986 ad "Peter Comes Home For Christmas," which ran for many years. In 2009, they decided to remake it. The brother was played by Matthew Alan, and the sister was played by Catherine Combs.

The commercial officially stopped airing after the 2012 holiday season.


The commercial is shot like a romance; it adheres to the conventions of how you shoot pining and unresolved sexual tension, with lingering looks and the shy smiles. The subtext has less to do with the fact that she sticks the bow on his chest, and more to do with how the camera lingers on her face in the moment before she does: shy but wanting to make a move, her eyes flickering over him.


The fandom was really driven forward by fic. Without that it never would've become a fandom, only a meme.

That f**king incesty Folgers commercial has more fanfics than some of my rare pair OTPs[3]

Fics come in 2 distinct types:

  1. Extensions of the story begun in the commercial, featuring our two unnamed protagonists.
  2. Stories that use the commercial as a sort of mad-libs script, rewriting it with a pair of siblings of their choice.

With the former, popular tropes include:

  • The reason the brother joined the Peace Corps was to get as far away from home as possible, trying to outrun his incestuous feelings
  • The box contains a wedding ring, and our boy is about to propose
  • Jabs at the idea that Folgers is "real coffee"



Pure Folgers

A Home for All Seasons [1] archive by portland_rainDate: 24 December 2011
This absurd fandom can bring the angst as well as any other.
Sinners, Saints and Thieves [2] archive by NerissaDate: 19 December 2012
2 decades; 10 Christmases; slow-burn.
Where the Heart Is [3] archive by AlixtiiDate: 22 December 2013–10 July 2016Length: 19kStatus: Complete
The one and only Folgers multi-chapter fic.
and when i wake you, i’ll be the first thing you see [4] by LizzenDate: 24 December 2017
One deeply aesthetic stolen moment.
The Son Rises [5] by ShimmerShadowsDate: 19 November 2019
Outsider POV: their parents.

Mad-libs for another ship

She Came Home [6] by orphan_accountFandom: ElsannaDate: 21 May 2014
A very classic example of the mad-libs style Folgers fic.
Folgers [7] archive by pines-fixFandom: PinecestDate: 18 November 2014
Featuring meta discussion of the Folgers phenomenon.
Returned Present [8] by AzdaemaFandom: Luke/LeiaDate: 12 December 2017
Also a podfic.
fresh bro-ed coffee [9] by epiproctanFandom: SheithDate: 18 December 2018
Actor AU where the characters are not siblings, but play siblings while secretly pining for one another. Said pining seeps heavily into their performance.






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