Since getting into the QSR game 60 years ago, Taco Bell has been in a relentless pursuit to Live Más. From founder Glen Bell bringing tacos to a burger world in 1962, to our first-ever taco subscription service which launched earlier this year, the brand always does things differently. Now, Taco Bell is ushering in a new era in a return to the Big Game with an unexpected campaign that aims to surprise and delight fans both on and off the field.
The milestone brand moment will throw out the typical playbook of celebrity endorsements by instead bringing one of Taco Bell’s most vocal customers-slash-critics to the table: Doja Cat. The two have teamed up to give fans a bold new taste of what it means to Live Más with a high-energy ad spot and the promise of a few overtime saucy surprises. For one, Doja Cat is debuting an exclusive cover of the beloved pop-rock anthem ‘Celebrity Skin’ by Hole in the commercial, titled ‘The Grande Escape.’ The song features lyrics reworked in partnership with Courtney Love.
But Taco Bell is cooking up more than a FIRE! musical collaboration for the Big Game and will be dropping a major hint for its Rewards Members exclusively inside the Taco Bell app on game day. To avoid missing out, fans would need to sign up for Taco Bell Rewards by February 13th at 11:59PM PST*.
“Live Más means celebrating that little bit of different that lives in all of us, which is exactly what Doja Cat represents,” said Tracee Larocca, Taco Bell’s head of brand creative. “For a milestone moment like the Big Game, we’ve thrown out the category playbook and instead gave Doja Cat the reins to be the voice of our fans, which will extend far beyond game time.”
“It’s no secret I’m a major Taco Bell fan which has made my role with this campaign all the more fun,” said Doja Cat. “I’ve enjoyed every moment of this campaign, especially the ones where we get to break all the rules, and look forward to continuing collaborating with the brand.”
Deutsch LA’s chief creative officer, Karen Costello: “The message of the spot is about liberating yourself from conformity and celebrating your authentic self. It was very important for both us and Taco Bell that we work with a diverse group of people both in front of the camera and behind it on this production
Set to air during the fourth quarter, ‘The Grande Escape’ serves as an epic story of liberation from conformity and shows Doja Cat alongside others who escape from a clown college in pursuit of discovering Live Más for themselves. The spot is a depiction of the exhilaration and comfort that comes from honouring and celebrating being different. Known for her award-winning music, authentic and energetic persona and captivating social media presence, Doja Cat is the personification of a generation that praises authenticity, making her the perfect fit for the campaign.
‘The Grande Escape' ad is just the latest in Taco Bell’s long line of ground breaking initiatives it has taken in the musicsphere, partnering with some of the world’s biggest artists, while also helping to feed emerging artists through their Feed The Beat music program. A song of strength and individuality, this new version of 'Celebrity Skin,' celebrates all of our differences and what makes each of us unique in our own way, while reminding us all to Live Más!
Taco Bell’s big game ad spot was produced in partnership with Deutsch LA and the fully integrated campaign includes work from Edelman and Spark Foundry. The last time Taco Bell advertised on this stage was during the 2016 game, with a campaign that introduced the fan-favourite Quesalupa to Taco Bell menus nationwide for the first time.