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Taco Bell is on a mission to convert TRACHICKENALISTS, those stuck monotonously ordering the same 'Big Chicken' on repeat to Taco Bell’s Cantina Chicken Menu, the ultimate way to kick boring chicken to the curb.

In the new campaign from Deutsch, 'Bridging the Chicken Divide' Netflix’s 'Cobra Kai' star Xolo Maridueña weighs in as a lively family dinner ‘discussion’ gets underway. Capturing the truism of a family dinner conversation that veers into uncomfortable territory. Xolo thinks chicken, especially with such bold flavours, could be the common ground the family needs to come together; TRACHICKENALISTS and the NON TRACHICKENALISTS alike.

“We’re approaching chicken in a whole new way. Like most new things, some people will embrace it right away, and others will need a nudge,” said Caroline Johnson, associate creative director, Deutsch. “We used the family dinner setting and made it as ridiculous as possible to find common ground between those looking for bold and unconventional flavours and those stuck in a TRACHICKENALIST mindset.”

“After his role in bringing an iconic franchise into the modern era, Xolo was the perfect representation of a new generation of chicken eaters,” said Derek Smith, associate creative director, Deutsch. “He has an old soul that makes us immediately trust what he has to say and the youthful charisma to get even the most stubborn TRACHICKENALIST to embrace a new way of eating chicken.”