This year, Taco Bell is taking a different approach to its Super Bowl advertising campaign, choosing to feature everyday fans instead of celebrities. However, one celebrity, Doja Cat, tries to sneak her way into the spotlight.
A teaser released on January 23rd shows Doja Cat hilariously photobombing fans auditioning for Taco Bell’s Super Bowl commercial. A Taco Bell employee can be heard yelling, “For the last time, no famous people!” Doja Cat retorts, “I want to be in this ad!” The playful exchange escalates into a mock screaming match before the “Paint the Town Red” singer humorously hides in the bushes.
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This comedic interaction took place at one of Taco Bell’s “Live Más Drive-Thru Cams,” a unique photo booth experience that toured the country in December. The campaign aimed to celebrate the authenticity of Taco Bell fans and their everyday drive-thru experiences. Locations included Los Angeles; Middleburg Heights, Ohio; Cookeville, Tennessee; Houston; and Wauchula, Florida. Participating fans could also submit their photos for consideration in the Super Bowl commercial.
Taco Bell’s return to the Super Bowl marks the end of a three-year hiatus. The brand’s previous Super Bowl commercial in 2020 featured a medieval-themed heist.
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The company’s history with Doja Cat extends beyond this recent Super Bowl teaser. In 2022, she starred in their “The Great Escape” commercial, sporting clown makeup and attire. Later that year, a now-deleted TikTok video featuring Doja Cat singing a jingle about Taco Bell’s discontinued Mexican Pizza went viral. This fan-fueled movement, amplified by TikTok creator Victor Kunda’s musical interpretation of the jingle, led to the triumphant return of the Mexican Pizza in May.
Doja Cat even announced the Mexican Pizza’s return during her Coachella performance, declaring, “I brought back the Mexican Pizza by the way.” Taco Bell confirmed the news in a subsequent release, acknowledging Doja Cat’s pivotal role.
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The Mexican Pizza saga culminated in Mexican Pizza: The Musical, a collaboration between Taco Bell, Dolly Parton, Doja Cat, and Victor Kunda. The musical, featuring original songs, dances, and appearances from over 20 TikTok stars, streamed live on Taco Bell’s TikTok channel on September 15, 2022. This unique marketing campaign showcased the power of social media and celebrity influence in driving consumer demand.
