Watch Taco Bell's First Spot With 'Live Mas' Tagline

'Pockets' Takes a Branding, Rather Than Product-Centric, Approach

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Earlier this week, Ad Age reported that Taco Bell was ditching its "Think outside the bun" tagline for "Live mas." A spokesman for Taco Bell said that the new tagline is meant to convey Taco Bell's "commitment to value, quality, relevance and an exceptional experience." The campaign, from DraftFCB, is set to launch this weekend, with TV spots airing on TNT's NBA All-Star Saturday Night. But the company posted a spot, "Pockets," on YouTube last night.

The ad is decidedly not product-oriented; it instead takes a branding angle. What do you think of the new spot and tagline? Do they work with the Taco Bell brand?

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