Eva Longoria's feature directing debut has a talented cast in an enjoyable crowd-pleaser based on Richard Montañez's claims of creating Flamin' Hot Cheetos.
) plays Montañez with an unwaveringly winsome attitude. The performance traces his youthful days involved with gangs in the 1970s to his transition to a responsible family man eager to land a position at the Frito-Lay Rancho Cucamonga plant and beyond. Flashbacks with Garcia’s Spanglish voice-over walk us into episodes of racial discrimination in Richard’s childhood, his father’s abuse, and his lifelong romance with wife Judy .
Previously behind the camera on a few TV episodes, Longoria fully flexes her ability to guide an ensemble into emotionally cohesive scenes. Despite a heavy reliance on snappy, musically driven montages, the end result is visually polished, with bright saturated colors and occasional narrative flourishes that add an unexpectedly idiosyncratic zest to the picture, effectively separating it from staler biographical affairs.
Platitudes pave Richard’s personal and professional growth here, but even so, the intention to instill a sense of self-worth and the life-changing potential of perseverance feels noble. Rather than succumb to the white majority’s otherizing perception of his identity, Richard weaponizes the stereotypes, in this case Latinos’ preference for potent flavors, in his favor. At its core, the premise sustains that triumph is only worthwhile if earned without compromising your authentic self.
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