The MTV Video Music Awards on Sept. 12 will feature a specially developed, 60-second commercial promoting Taco Bell's "Super Delicious Ingredient Force."
The 27th annual awards will be broadcast live from Los Angeles at 9 p.m. Eastern Time.
The spot was created with agency partner Draftfcb and features a 1970s-esque cartoon highlighting the unique flavors available at Taco Bell. Comic book artist Neal Adams created the super hero team that "defends value and saves people from late night munchies."
The team consists of 10 ingredient-inspired characters, including Captain Enchilada Sauce, Steak Maximus, Crunch Boy, Fantastic Rice, Flex Tortilla, Commander Seasoned Beef, Super Reduced Fat Sour Cream, Incredibean, Chicken Woman and Dr. Steve Value. Each member has their own Facebook page.
The campaign is designed to raise awareness of Taco Bell's integrated digital and social media campaign for the SDIF that debuted earlier this summer in support of Taco Bell's $2 Meal Deal and Fourthmeal offerings.
Taco Bell will also feature an online homepage roadblock of MTV.com on Sept. 15 as well as other supporting online media throughout VMA weekend.
"We know millions will be tuned in ready to see the latest 'can't miss' moments from the MTV Video Music Awards," said David Ovens, chief marketing officer, Taco Bell Corp. "We feel the Super Delicious Ingredient Force will engage our Taco Bell fans and MTV viewers in a unique, creative and memorable way."
