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Taco Bell’s 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’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. 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’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 one-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 centre 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 favourite 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 US 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 side lines and into the game where we all belong - and that’s what Taco Bell has always been about.”

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.