Taco Bell is shaking up its breakfast menu, and to promote it has brought in Pete Davidson to "apologize" for some of the more wacky breakfast items it's offered in the past.
In a new TV spot for the brand, the "Saturday Night Live" star and comedian admits Taco Bell “went a bit crazy with breakfast” and suggests a simple, comforting “Breakfast Crunch Thing” in the morning before realizing the chain's Breakfast Crunch wrap delivers just that. He also quips that he didn't read the script for the commercial. Another spot will feature Davidson dreaming of the most amazing breakfast before waking up inside of a Taco Bell.
The push, from Deutsch L.A., comes as the brand is changing up its menu, and dropping some of the past creations such as Naked Egg Taco and Waffle Taco.
As part of the campaign, it's transforming three restaurants across the U.S. into limited-time pop-ups that serve breakfast all-day, until supplies last. The "Bell Breakfast" branded pop-ups will take place from Oct. 20-23, with limited seating, at locations on the Las Vegas strip, Wrigleyville in Chicago and the Times Square Cantina in New York.
“At Taco Bell, we’re always looking at shifts in consumer behaviors and identifying ways to optimize our menu to match their cravings. This pivot in our breakfast strategy aligns with consumers’ morning mentality by turning up our focus on ease and familiarity,” said Sean Tresvant, global chief brand officer for Taco Bell, in a statement. “This campaign and our partnership with Pete Davidson truly demonstrate our authentic approach to breakfast. And bringing The Bell Breakfast to life in select restaurants provides a unique experience that enables our fans to engage with the brand in new ways.”
The spot was directed by Division7's Kris Belman.
It's the latest ad outing for Davidson, who appears to be almost as popular with advertisers at the moment as he is with celebrity dates. This year alone he has appeared as the face of men's grooming brand Manscaped, as well as in ads for H&M and in the latest Call of Duty campaign from Activision.
“I like to think I might be the muse behind Live Más, which is probably why they brought me on to apologize for their maybe-too-extreme innovations in the mornings," he said in a statement. "Taco Bell got too caught up with today’s hustle and forgot people like to ease into their morning with tasty, simple food. Here to stay are delicious burritos and Crunch-things or Crunchwraps or whatever they're called."