Customers Will Be the Stars of Taco Bell's 2025 Super Bowl Commercial

Taco Bell is elevating its drive-thru experience with a one-of-a-kind campaign that puts customers front and center — giving them a shot to be part of the brand's 2025 Super Bowl ad.

Introducing the "Live Más Drive-Thru Cams," a unique photo booth activation that turns Taco Bell drive-thrus into the perfect stage for capturing moments and what it means to "Live Más." 

In select branches across the U.S., fans will have the chance to roll up to a Taco Bell drive-thru and snap a share-worthy picture with their friends and family.

The best part? Their captured moments will have a chance to be featured in the fast-food giant's Big Game advert in the following year, making them instant stars.

 

 

 

 

 

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Taco Bell CMO Taylor Montgomery expounded on the concept behind the campaign in a statement:

The University of Oklahoma Head Football Coach Brent Venables recently made headlines (and maybe inked a sponsorship deal) when he relayed a story about his family's $94 Taco Bell run during a press conference after the team's win against Alabama.

The video clip gained traction on social media, prompting Taco Bell to offer a celebratory meal to the team.

we think that the whole team needs some celebratory taco bell 👏 @OU_Football check your IG DMs https://t.co/SY1LCr3axu

— Taco Bell (@tacobell) November 27, 2024

This may have also reinforced the brand's idea to feature real customers in its Super Bowl commercial next year.

So, instead of teaming up with big influencers and celebrities, the fast-food giant's latest brand marketing strategy turns the attention to its real fans, knowing full well that Taco Bell wouldn't be what it is today without them.

This move not only builds consumer loyalty by letting them know that Taco Bell appreciates their support but also makes fans proud of being patrons of a brand that truly cherishes them.

How Do the Live Más Drive-Thru Cams Work?

To take part in the special initiative, fans can pull up to select Taco Bell U.S. locations, open their Rewards app, and go to the drive-thru as they usually would. These locations include: 

• 12/3 – 12/5 - 1604 S. La Brea Ave., Los Angeles, CA
• 12/4 – 12/6 - 17565 E Bagley Rd., Middleburg Heights, OH
• 12/10 – 12/12 - 310 Big Mac Drive, Cookeville, TN
• 12/11 – 12/13 - 15797 Jfk Blvd, Houston, TX
• 12/17 – 12/19 - 116 W Rea Rd, Wauchula, FL

After ordering, they'll make a stop by the Live Más Drive Thru-Cam and scan a QR code to be able to use the photo booth.

Once this is done, the camera will snap six photos of both sides of the car, and the customers will receive two digital photo strips on their registered Taco Bell Rewards email.

Those who choose to take part in Taco Bell's Super Bowl spot can count down the days leading to the Big Game. 

Taco Bell is known for its unique and witty marketing campaigns. 

Previously, it teamed up with Deutsch LA to launch its "Tiltvertising" OOH campaign.