Taco Bell went up against fast-food competitor Burger King ("America's Favorite") in Super Bowl XL with this spot via DraftFCB, one that departed from modern big-game tradition by airing on TV before Super Bowl Sunday. Taco Bell returned to the Super Bowl in 2007 ("Big Game") despite, or perhaps because of, an E. coli outbreak in late 2006. Burger King returned to the sidelines.

BRAND: Taco Bell

YEAR: 2006

AGENCY: DraftFCB

SUPERBOWL: XL

QUARTER AIRED: Q3