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Taco Bell Taps Fans for First Super Bowl Ad in 3 Years

After a three-year hiatus, Taco Bell will debut a new commercial during the upcoming Super Bowl that features singer Doja Cat, who led the demand for the comeback of Mexican Pizza in 2022. The chain’s super fans are the stars of the 30-second ad.

For this year’s TV spot during the Feb. 9 game, Irvine-based Taco Bell recruited digital rewards members in December to help film content in five different drive-thrus in the U.S. as “the backdrop for authentic fan moments.”

“It’s the Taco Bell drive-thru where these everyday stories unfold,” the company said.
Select Taco Bell restaurants in Los Angeles, Houston, Middleburg Heights, Ohio, Cookeville, Tennessee and Wauchula, Florida were outfitted with cameras for people to take photo booth-style pictures while picking up their food. Fans were invited “to roll up with friends, family, or solo to capture” their share-worthy moments on the Live Más Drive-Thru Cams. More than 3,000 fans submitted images.

“Fans really showed up and showed out at our Live Más Drive-Thru Cams—from bringing their friends and entire family, to renewing vows and sharing ultrasound photos, they demonstrated what it means to live más going through the Taco Bell drive-thru — and we can’t wait to give them the spotlight at one of the biggest commercial stages of the year,” Chief Marketing Officer Taylor Montgomery said in a statement.

In a teaser that dropped this month on YouTube before the game, viewers can see artist Doja Cat photobombing fans at a Taco Bell drive-thru in Los Angeles with a “no-celebrity policy.”

The final ad will air during the third quarter of the football game this weekend. A typical 30-second Super Bowl ad runs about $7 million, according to various reports.

The commercial was produced in partnership with ad agency Biite and directed by Grammy Award winner Dave Meyers, who for 25 years has worked on music videos of artists such as Ariana Grande, Harry Styles, Usher and Kendrick Lamar. The latter is headlining the Super Bowl’s Halftime Show this year.

Taco Bell CEO Sean Tresvant, who stepped into the lead position in 2024 when Mark King left, led the partnership with Doja Cat and other celebrities such as LA Laker Lebron James when he was chief global brand and marketing officer.

The fast-food chain, owned by Louisville-based Yum Brands Inc. (NYSE: YUM), is Orange County’s largest restaurant chain ranked by systemwide sales and generates over $15 billion annually.

The chain’s full year results will be reported Feb. 6.

New Faces, Same Tacos

Scott Mezvinsky will transition from Taco Bell’s North American president to the new CEO of KFC.

Taking his place as president effective Feb. 10 is Meg Farren, who has been the general manager of KFC U.K. and Ireland (UK&I) for the past decade.

“Meg has made a tremendous impact on the UK&I business across the last 10 years,” the company said.

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