This year, Taco Bell is doing things differently for its Super Bowl ad: Making fans the stars, not celebrities. Yet, one celebrity tries to get in the shot anyway.
In the teaser released on Jan. 23, Doja Cat photobombs fans, attempting to get into the brand’s Super Bowl commercial.
“For the last time, no famous people,” a Taco Bell employee shouts to Doja in the teaser.
“I want to be in this ad,” she responds. The two then get into a screaming match before the “Paint the Town Red” singer hides in the bushes.
The Grammy winner’s antics occurred at one of Taco Bell’s Live Más Drive-Thru Cams, which toured the country in December. The one-of-a-kind photo booth experience celebrates the “genuineness” of Taco Bell fans during their everyday moments in the drive-thru.
Last month, Taco Bell Rewards members had the chance to snap their photos at five locations: Los Angeles; Middleburg Heights, Ohio; Cookeville, Tennesse; Houston and Wauchula, Florida. Fans who participated could also opt in to be considered to appear in the company’s Super Bowl ad spot.
This is Taco Bell’s return to Super Bowl advertising after a three-year hiatus. In 2022, the company first collaborated with Doja Cat for their commercial “The Great Escape,” where the singer donned clown makeup and apparel.
Later that year, Doja Cat posted a now-deleted TikTok where she sings a catchy jingle praising Taco Bell’s retired menu item, the Mexican Pizza. Soon after, TikTok creator Victor Kunda imagined the tune as a musical. The success of the jingle and online campaign led Taco Bell to bring back the menu item in May.
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Doja Cat announced the return of the Mexican Pizza during her Coachella performance: “I brought back the Mexican Pizza by the way.”
“She literally dropped the mic with the HOT news of the Mexican Pizza’s return this May,” Taco Bell added in a release.
Taco Bell furthered the Mexican Pizza saga by partnering with Dolly Parton, Doja Cat and Kunda to produce Mexican Pizza: The Musical. The company streamed the musical on their TikTok live on Sep. 15, 2022. The musical featured original songs, dances and appearances from over 20 TikTok stars.
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