Pete Davidson is Peter Davidson in his more buttoned-up Taco Bell breakfast spot

Taco Bell is bringing back Pete Davidson as it continues its campaign for a more sensible breakfast, following its apology last year for getting a little crazy with its start-of-the-day menu items. Except this time it’s not Pete Davidson but Peter Davidson, a more serious version of the former late-night comedian, who in the spot below is the sensible, no-frills host of a Taco Bell-themed morning show. “Peter” is the physical embodiment of Taco Bell’s new approach to mornings—that they should be simple, welcoming and never over-the-top before 11 a.m. The spot, from Deutsch LA, supports the California Breakfast Crunchwrap, which debuted nationally on April 13 for a limited time. “Last year, Taco Bell brought me on to apologize for their over-the-top breakfast innovations of years past,” said Davidson. “I’m still not sure why they chose me to be their partner but I’m playing a new role where I get to spend mornings with my fans and friend Rhonda. They’ll see how easygoing I am—at least in the mornings.” “Why a morning show? Because like morning shows, Taco Bell breakfast is a simple pleasure made to ease your into your day,” said Matt Ian, co-chief creative officer of Deutsch LA. “Why Peter Davidson? Because as Taco Bell fans will tell you, no one should be at an eleven before 11 a.m.” “Our refreshed approach to simpler breakfast habits started with Pete and we’re thrilled to be continuing our journey with him and his Peter-persona,” said Sean Tresvant, Taco Bell’s chief global brand officer. “The engagement and reactions from our fans have demonstrated that this renewed approach is resonating with our audience, and we look forward to continuing to deliver delicious and comforting breakfast foods when they spend their mornings with us.”

Pete Davidson is Peter Davidson in his more buttoned-up Taco Bell breakfast spot

Featured Stories