Super Bowl

Taco Bell Buys 60-Second Super Bowl Spot

Deutsch Commercial Will Include 'Live Mas' Tagline

By Published on .

Yum Brands' Taco Bell is advertising in the Super Bowl for the first time since 2010.

The spot is being created by Interpublic Group of Cos.' Deutsch, Los Angeles. It's the first spot for Taco Bell created by the agency, which was recently added to the chain's roster of agencies. Though the chain has not divulged details, the 60-second spot is believed to be brand-focused. The fast feeder's "Live Mas" tagline, which made its debut less than a year ago, will also be in the spot.

Most fast-food advertisers have been quiet on the Super Bowl national ad front. Some will buy time regionally, but it's been a couple years since a chain made a national buy. McDonald's, for example, typically buys time in the pregame slot. Taco Bell in 2010 advertised its $5 Big Box deal with a commercial that was created by its lead agency and Interpublic sibling DraftFCB. Yum sibling Pizza Hut in 2011 planned on making its Super Bowl debut , but the spot didn't air during the game.

Taco Bell has been advertising its Loaded Grillers snack line, which the chain announced in November, as well as a taco variety pack, which allows customers to select six Crunchy Tacos and six Doritos Locos Tacos for $12.99.

Though DraftFCB remains the lead agency for Taco Bell, the chain has been enlisting help from other Interpublic shops. Deutsch will continue to pick up some creative work this year. Other recent roster changes include Digitas, which was named digital agency (including digital-media planning) in July after a review. Digital had been at DraftFCB as well, though it had bounced between DraftFCB and digital sibling R/GA in recent years. Most recently, Spark was added to the roster as media-planning agency.

"When Deutsch presented a Super Bowl concept within the 'Live Mas' framework, our extended client and agency team got to work," said Draft, referring to an Interpublic team that consists of shops Amusement Park, Deutsch, Martin Agency and Weber Shandwick, which is led by DraftFCB to work on select projects.

CBS announced this week that it has sold out its Super Bowl ad inventory, winning an average of $3.7 to $3.8 million, according to ad buyers.

Taco Bell is the largest and most-profitable Yum Brands chain in the U.S., and the company allocates advertising and marketing spending accordingly. In 2011, Yum spent $250.5 million on Taco Bell, about $220 million on Pizza Hut and $200 million on KFC, according to Ad Age 's DataCenter.

In 2012, Taco Bell in the U.S. saw positive sales after a difficult 2011. The chain in the third quarter posted 7% same-store-sales gains. Parent company Yum Brands posted U.S. same-store sales growth of 6%, and Pizza Hut and KFC, also owned by Yum, posted a 6% and 4% increase in U.S. same-store sales, respectively. Yum, however, on Tuesday lowered its outlook on its fourth-quarter earnings for its China division, largely because of fallout from controversy after a Chinese news outlet reported that two chicken suppliers for KFC allegedly used an unusually high level of antibiotics and hormones on its chickens.

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