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Taco Bell finally unveiled its Big Game commercial titled "The Fans,” flipping the script on traditional celebrity-filled ads by featuring real customers who turned their drive-thru visits into unforgettable moments.
Made together with creative company Biite, the 30-second spot featured nearly 400 fans, capturing the essence of the brand’s Live Más spirit on one of the biggest advertising stages of the year.
Leading up to the ad’s debut, more than 3,000 customers visited Taco Bell’s Live Más Drive-Thru Cams in December, a first-of-its-kind pop-up experience set up in five U.S. cities: Los Angeles, Cleveland, Cookeville, Austin, and Brooklyn.
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The cameras captured everything from Baja Blast runs with best friends to pregnancy announcements and even anniversary celebrations, giving fans a once-in-a-lifetime opportunity to appear in a Super Bowl ad.
“Big Game commercials tend to only lean on big-name celebrities, but we decided to flip the approach knowing very well the best Taco Bell moments don't need a script," shared Taylor Montgomery, Taco Bell’s CMO.
"Our fans bring incredible Live Más spirit to the drive-thru every day, with families, pets, and celebrations in tow, so we're putting them in the spotlight as a reminder that the most authentic representation of our brand isn't staged — it's lived," Montgomery added.
By putting real fans in the spotlight, Taco Bell reinforces its brand marketing strategy of embracing authentic, unscripted moments that connect with customers in a more personal way.
Turning the Fans Into the Stars
Directed by Grammy-winning filmmaker Dave Meyers, the commercial highlighted fans from all over the country, each making their Taco Bell experience unique.
One couple in Cleveland used their drive-thru stop to reveal a pregnancy via sonogram, while another turned their visit into a celebration of their anniversary.
Other visitors were parents who marked their newborn’s first drive-thru visit with a Mexican Pizza, some even showcasing their dedication by holding a Baja Blast in each hand.
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While the commercial focused on real customers, Taco Bell superfans LeBron James and Doja Cat also made playful cameos, joking about being sidelined in favor of everyday people.
The two had previously teased their involvement in a promo where Doja Cat hilariously photobombed fans in an attempt to sneak into the final cut.
Following the spot’s premiere, Taco Bell will also be extending the fan experience with a TikTok TopView filter that lets users insert themselves into the ad.
Taco Bell Rewards members also have a chance to vote for and redeem a free Crunchy Taco, Crunchwrap, Mexican Pizza, or Chalupa with any delivery order in the Taco Bell app through February 9.
In other news, Cirkul launched a Super Bowl sweepstakes with Adam Devine, giving away 100,000 starter kits across the nation.
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