Longtime enthusiasts Doja Cat and LeBron James watch from the sidelines as the
brand's most devoted fans steal the show in 30-second
commercial
TLDR:
- Taco Bell marked its return to the Big Game by premiering an
unforgettable 30-second commercial on February 9, revealing which of the brand's
biggest everyday fans turned a simple drive-through visit into Big
Game fame.
- A tribute to the fans who define what it means to Live Más at
Taco Bell, nearly 400 fans made the final cut from the 3,000+ fans
who rolled through the drive- thru, bringing real moments like baby
announcements, vow renewals, and graduations to the Big Game
spotlight.
- Brand icons Doja Cat and LeBron
James interrupt the fan-filled third quarter ad with brief
cameo appearances, doing their best to be part of the moment.
- Assets from Taco Bell's Big Game spot, "The Fans," can be found
here.
IRVINE,
Calif., Feb. 9, 2025 /PRNewswire/ -- Taco Bell's
Big Game commercial, titled "The Fans," debuted for the first time
tonight, transforming everyday drive-thru visits into lasting
memories as nearly 400 real fans premiered on the nation's biggest
stage. In December, more than 3,000 fans rolled through Taco Bell's
Live Más Drive-Thru Cams, a first-of-its-kind photobooth experience
capturing bestie Baja Blast runs, sonogram reveals, and guitar
solos for an opportunity to appear in the 30-second Big Game
commercial upending the usual celebrity-filled playbook. Tonight,
the magic of the drive-thru came to life as Taco Bell fans shared
in seeing their unforgettable moments hit the big stage in a
celebration of pure, unfiltered fandom—proof that Taco Bell's true
stars are the passionate fans who Live Más every day.
"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," said Taylor Montgomery, Chief Marketing Officer at
Taco Bell. "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."
Taco Bell's Biggest Stars—The Fans—Stole the Show
Taco
Bell's drive-thru scene was made for the big screen as fans from
all walks of life showed up for the big game opportunity. In
Cleveland, one couple decided to
turn their Taco Bell drive-thru visit into an unforgettable
pregnancy announcement featuring their sonogram, while another
couple turned their Live Más Drive-Thru Cam experience into their
wedding anniversary photoshoot. In Los
Angeles, parents marked their 1-month-old's first drive-thru
visit with a Mexican Pizza, while in Cookeville a superfan proved
his Taco Bell fandom by double fisting Baja Blasts*.
What began as a simple craving turned into a nationwide
celebration and on Sunday night, hundreds of these Taco Bell fans
across the nation shared a once-in-a-lifetime moment bringing total
strangers together as they watched their Live Más Drive-Thru Cam
moments unfold on the biggest stage for the first time.
When Fans Take the Spotlight, Celebrities Take the
Sidelines
LeBron
James and Doja Cat made surprise cameos in the Big
Game ad to express their disappointment at being upstaged by
everyday fans who brought the Live Más spirit to millions watching
live. The spot builds on a series of playful attempts by the
two Taco Bell fans to join the action after learning that real
fans would take center stage. In last month's lead-up teaser, Doja
Cat hilariously photobombed fans, trying to sneak her way into the
final cut.
"I'm not just here for the hype—I've always been a real Taco
Bell fan, even when the cameras aren't rolling," said Doja Cat. "So
yes, I've called them out to bring back my favorite menu item, and
for not making me the star of the Big Game ad. But at the end of
the day, that's what real fans do—we're passionate and we make Taco
Bell, Taco Bell. I'm just glad that I can still have my Mexican
Pizza."
Taco Bell fans LeBron and Doja Cat ultimately make cameos in a
vibrant montage of passionate fans from all corners of the country,
bringing their energy to Taco Bell's Live Más Drive-Thru Cams,
which opened in five U.S. cities for a limited time in
December.
"I've been a fan of Taco Bell for a long time, but playing a
part in this level of fandom has been crazy and a lot of fun," said
LeBron James. "This time it's about
bringing ALL fans, the real MVPs, off the sidelines and into the
game where we all belong—and that's what Taco Bell has always been
about."
Extending The Fan Fun Post-Game
Anyone who
misses the premiere of the ad spot or wishes they could have been
featured will have more ways to relive the fun on social media
platforms. A first-of-its-kind partnership with TikTok, Taco Bell
will be releasing a unique TopView filter
post-game allowing fans to insert themselves into the spot and show
off their true fandom.
Additionally, Taco Bell Reward Members still 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
the end of the day on February 9.**
To stay up to date on all the ways Taco Bell is celebrating the
fans this year, join Taco Bell Rewards*** and follow along on Taco
Bell social channels.
Big Game Comeback Introduces Acclaimed Director
Taco
Bell's Big Game ad spot, available on YouTube and across social
media channels, was produced by creative agency, Biite and
directed by Grammy® Award winner Dave
Meyers, marking his first collaboration with Taco Bell. This
year's ad follows the brand's standout 2022 Big Game spot featuring
Doja Cat, who introduced a bold new way to Live Más with the debut
of an original song.
* Images captured from parked vehicles.
** NO PURCHASE NECESSARY TO VOTE. Voting begins
2/07/2025 at 12:00:01 AM PST, ends 2/09/2025 at 11:45:59 PM
PST. Open to Taco Bell Rewards Program members logged into
the Taco Bell mobile app. Limit one vote per person/account. Reward
valid upon receipt through 2/9/25 at
11:59:59 PM PST, and is redeemable
once only for a delivery order placed on the app at participating
U.S. Taco Bell locations, while supplies last. Rewards are not
transferable, have no cash value and cannot be redeemed with some
other rewards. Delivery is not available in all locations. Delivery
fee and other fees may apply. Fees may apply for substitutions,
upgrades or add-ons. Reward valid for one of the following items
depending on your vote: Seasoned Beef or Black Bean Crunchwrap
Supreme; Seasoned Beef or Veggie Mexican Pizza; Seasoned Beef or
Black Bean Chalupa Supreme; or Seasoned Beef Crunchy Taco. Other
terms apply: tacobell.com/terms. Void where prohibited.
***Taco Bell Rewards program is available at participating US
locations and subject to terms and conditions:
tacobell.com/terms.
About Taco Bell Corp.
For more than 62 years, Taco Bell has brought innovative, craveable
Mexican-inspired food to the masses, and was recently recognized as
one of Fast Company's World's Most Innovative Companies, one of
TIME's Most Influential Companies, and Nation's Restaurant
News' Brand Icon. For more information about Taco Bell, visit
our website at www.TacoBell.com, our Newsroom at
www.TacoBell.com/news, or check out www.TacoBell.com/popular-links.
You can also stay up to date on all things Taco Bell by following
us on LinkedIn, TikTok, X, Instagram, Facebook and by
subscribing to our YouTube channel.
About the Fans
More than customers, Taco Bell fans are
a diverse community that bring energy, enthusiasm, and a deep love
for bold flavors and unforgettable experiences, from late-night
drive-thru runs to creative menu hacks. The heart of Taco Bell is
about much more than food—it's the fans who make every trip to the
drive-thru a moment worth celebrating. This moment is for them.
About Doja Cat
GRAMMY award-winning global superstar
Doja Cat made her first upload to Soundcloud in 2013 at just 16
years old. Having grown up in and around the LA area, she developed
a knack for music by studying piano and dance as a kid and
listening to the likes of Busta
Rhymes, Erykah Badu, Nicki
Minaj, Drake, and more. Signed to Kemosabe/RCA Records in 2014, she
released her Purrr! EP and followed that with her debut album Amala
in spring 2018, but it was her August
2018 release of "MOOO!" which catapulted her into the
mainstream and was met with critical acclaim.
Doja Cat released her sophomore GRAMMY-nominated platinum album
Hot Pink in November 2019 to mass
critical acclaim; the album has garnered 7 billion streams
worldwide. It features "Streets", the viral sensation that
soundtracked the 'Silhouette Challenge,' one of the biggest TikTok
trends to date, and her GRAMMY-nominated #1 smash record "Say So"
which has been RIAA certified 6x platinum and catapulted Doja Cat
into global superstardom.
With over 33 billion worldwide streams to date, Doja Cat's
creativity and showmanship as a performer have been praised time
and time again, she has delivered unique and show-stopping
performances on nearly all the major Award Show stages and music
festivals throughout the world. Doja Cat's GRAMMY award-winning
album Planet Her came out in June
2021 and dominated the charts, debuting at #1 on the
Billboard Top R&B Albums chart and #2 on the Billboard Top 200
and Billboard Top R&B/Hip-Hop Albums chart and generated the
highest first day Spotify streams for an album by a female rapper.
GRAMMY award-winning "Kiss Me More" ft. SZA, the lead single off
Planet Her is certified 5x platinum by the RIAA and hit #1 at Top
40 and Rhythm radio with over 2.5 billion streams worldwide. That
fall, Doja Cat became the first rapper to have 3 songs in the Top
10 at Top 40 radio. Her hit track "Woman" went to the top of the
Billboard Rhythmic Airplay charts which ascended her to become the
first woman to have four #1 hits from one album, other hits
including "You Right" with The Weeknd and "Need to Know." She went
on to land at #1 on the Billboard Artist 100 chart for the first
time. Amongst others, Doja Cat has won 5 AMAs, 5 Billboard Music
Awards, 5 MTV VMAs, 3 BMI Awards, 2 MTV EMAs, 1 GRAMMY Award, and 1
NAACP Image Award along with garnering a total of 19 GRAMMY Award
nominations. Additionally, Doja Cat has been nominated for 20
Billboard Music Awards, 18 MTV VMAs, 9 AMAs, 10 BET Awards, 8 MTV
EMAs, 5 BMI Awards, and dozens more. Doja Cat was named one of
TIME100's Most Influential People of 2023, where she was featured
on the April 2023 cover issue and
performed at the TIME100 Gala in New York
City.
In September 2023, Doja Cat
released her fourth studio album, Scarlet, which has been RIAA
certified platinum and features smash hits "Agora Hills" (RIAA
certified 2x platinum) and "Paint The Town Red" (RIAA certified 4x
platinum). After releasing Scarlet, Doja Cat went on her first-ever
North American headline tour, The Scarlet Tour. In April 2024, Doja Cat released her latest deluxe
album, Scarlet 2 CLAUDE. In that same month, Doja Cat headlined
Coachella 2024 and delivered an
unforgettable performance. Currently, Doja Cat is gearing up for
new music coming soon.
Ronald Quintero – Taco Bell
Corp.
Ronald.Quintero@yum.com
Rosie Herzog –
Edelman
Rosie.Herzog@edelman.com
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SOURCE Taco Bell Corp.