Taco Bell鈥檚 Big Game commercial, titled 'The Fans,' debuted for the first time during the game, transforming everyday drive-thru visits into lasting memories as nearly 400 real fans premiered on the nation鈥檚 biggest stage. In December, more than 3,000 fans rolled through Taco Bell鈥檚 Live M谩s 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. During the game, 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鈥檚 true stars are the passionate fans who Live M谩s every day.
鈥淏ig 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鈥檛 need a script,鈥 said Taylor Montgomery, chief marketing officer at Taco Bell. 鈥淥ur fans bring incredible Live M谩s spirit to the drive-thru every day, with families, pets, and celebrations in tow, so we鈥檙e putting them in the spotlight as a reminder that the most authentic representation of our brand isn鈥檛 staged - it鈥檚 lived.鈥
Taco Bell鈥檚 Biggest Stars - The Fans - Stole the Show
Taco Bell鈥檚 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 M谩s Drive-Thru Cam experience into their wedding anniversary photoshoot. In Los Angeles, parents marked their one-month- old鈥檚 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 M谩s 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 M谩s 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 centre stage. In last month鈥檚 lead-up teaser, Doja Cat hilariously photobombed fans, trying to sneak her way into the final cut.
鈥淚鈥檓 not just here for the hype - I鈥檝e always been a real Taco Bell fan, even when the cameras aren鈥檛 rolling,鈥 said Doja Cat. 鈥淪o yes, I鈥檝e called them out to bring back my favourite menu item, and for not making me the star of the Big Game ad. But at the end of the day, that鈥檚 what real fans do - we鈥檙e passionate and we make Taco Bell, Taco Bell. I鈥檓 just glad that I can still have my Mexican Pizza.鈥
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鈥檚 Live M谩s Drive-Thru Cams, which opened in five US cities for a limited time in December.
鈥淚鈥檝e 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,鈥 said LeBron James. 鈥淭his time it鈥檚 about bringing ALL fans, the real MVPs, off the side lines and into the game where we all belong - and that鈥檚 what Taco Bell has always been about.鈥
Taco Bell鈥檚 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鈥檚 ad follows the brand鈥檚 standout 2022 Big Game spot featuring Doja Cat, who introduced a bold new way to Live M谩s with the debut of an original song.