Taco Bell’s Super Bowl ad included glimpses of LeBron James and Doja Cat, but the fast-food chain made everyday people the focal point. The spot featured nearly 400 real customers’ photos taken from special drive-thru cameras as part of a campaign designed to drive rewards program sign-ups.
Those shots were shown as an overlapping collage of photos, showing baby announcements, engagements, graduation celebrations—and a lot of people eating their orders. “Behold, a bunch of randos, not famous people,” the voiceover says before the spot cuts to James and Doja Cat asking why they can’t be in the ad.