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As part of its Super Bowl campaign, Taco Bell tapped American rapper and musician Doja Cat to star in one of its commercials leading up to the Big Game.
Or did it?
In the 30-second commercial "Photobomb," Doja does exactly as the title suggests — photobomb customers taking a picture by the restaurant chain's "Live Más Drive-Thru Cams" to take part in Taco Bell's ad.
The latest teaser comes as part of Taco Bell's ongoing Drive-Thru Cams photo booth experience, which gives customers a chance to star in the brand's return to Super Bowl advertising.
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Over 3,000 fans went all out to secure their spot in the commercial, wearing taco-themed outfits and furry costumes, even dressing their vehicles in flashy lights.
"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," Taco Bell CMO Taylor Montgomery said in a statement.
Montgomery continued, praising Doja Cat for being an incredible partner to the brand. But while her passion for Taco Bell is worth noticing, this year's campaign is for "everyday fans" of Taco Bell, to whom the true spotlight belongs.
"This is their time to shine," the CMO concluded.
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The Live Más Drive-Thru Cams was first introduced last December, giving fans a chance to snap a picture of themselves upon ordering via drive-thru.
It is an effective brand marketing strategy that not only drives sales for the fast-food chain but also gives it a chance to share special moments with its fans.
This approach also provides businesses with authentic user-generated content (UGC) that can be leveraged for future campaigns.
By celebrating customer interactions, businesses can enhance brand loyalty while amplifying their reach through organic social sharing.
Doja Tries to Steal the Spotlight
"This year, Taco Bell is making fans the stars of their Big Game ad," the narrator says to kickstart the teaser spot.
After a young couple snaps a pic with the drive-thru cam, they notice something peculiar with their image.
"Did someone photobomb us?" one of them asks, as she zooms into their photo to find Doja Cat in the background.
.@DojaCat x TacoBell premiering during the Super Bowl. pic.twitter.com/rBt5z2mUZJ
— Doja Cat News (@DojaNews) January 23, 2025
A Taco Bell employee yells at the star, telling her for the last time that famous people aren't allowed to participate.
"I want to be in this ad!" Doja shouts back, as she gets into an argument with the staff.
Eventually, as the commercial ends, the "Say So" singer leaves the premises, only to spy on other Taco Bell drive-thru customers behind a nearby bush.
It's no surprise that brands want to partner with celebrities — they know a famous face can turn heads, spark conversations, and make their campaigns way more memorable.
For instance, McDonald's recently teamed up with actor and wrestler John Cena to bring back its McValue Menu.
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