“Cards,” Taco Bell’s entry for Super Bowl XXXIX in 2005, falls squarely in the middle of a long, healthy run by Foote, Cone & Belding on the account. Taco Bell moved creative duties to FCB from Chiat Day in 2000, and kept the bulk of the account there for more than a decade. It also demonstrates Taco Bell’s usual product-centric approach to advertising, a necessity for a chain that regularly introduces new products of a complexity at least slightly higher than “cheeseburger” or “chicken nugget.” You can see a diversion from that strategy in Super Bowl XLVII in 2013, when FCB’s successor on the business, Deutsch L.A., put lifestyle and humor up front with “Viva Young.”
Taco Bell was a relatively consistent Super Bowl presence, most recently seen in the 2002 game with "The S-Class," but the restaurant category fluctuated. Taco Bell went up against Subway ("Parking Lot") and "Quiznos ("By the Pool") in 2005, then faced Burger King ("America's Favorite") with its spot "Lunchwrap" in 2006.
BRAND: Taco Bell