News
Charles Barkley to promo Taco Bell $2 Meal Deal
June 2, 2010
Taco Bell will premiere a new TV ad featuring Basketball Hall-of-Famer and Emmy Award-winning commentator Charles Barkley promoting its newly launched $2 Meal Deal.The ad will debut during Game One of the NBA Finals on ABC tonight. It will also be seen on the big screen, as it airs in cinema, taking advantage of the summer movie season.
The 30-second ad plays to Barkley's signature line "that's terrible." He and a friend, who is eating a Taco Bell $2 Meal Deal featuring a Beefy 5-Layer Burrito, are in his recreation room playing billiards when Barkley shakes his head and says, "That's terrible." Not sure what's wrong, the friend questions Charles who responds, "How's Taco Bell gonna make money off that?" The friend responds, "They should get you to promote it." After a long pause, Charles enthusiastically agrees, "That's not terrible."
"The $2 Meal Deal, with three items for $2, is a game changer," said David Ovens, CMO, Taco Bell Corp., in a news release. "In the 1993 NBA Finals, Charles scored a triple double, so he knows about being an NBA game changer. His signature line 'terrible' was fertile ground for our creative team to play off of."
This marks the third ad Charles Barkley has been featured in this year for Taco Bell. Previously, there were two ads to support the NBA Five Buck Box. The first ad, "Poem," served as a teaser before Football's Biggest Game, and the second, "It Rocks," aired during the game as well as throughout February and into March.
Taco Bell says it is fundamentally changing the QSR value paradigm with the launch of the all-new $2 Meal Deal.
"While other QSRs tout dollar menus and combos priced at around $3, Taco Bell is breaking through the clutter and redefining value," the company said in the release.
The $2 Meal Deal, the latest centerpiece of Taco Bell's Why Pay More Value Menu, includes one Taco Bell item, a bag of Doritos chips and a medium drink. Available at participating Taco Bell locations nationwide, the $2 Meal Deal is available in the following four different combinations, including:
- $2 Chicken Burrito Deal with Doritos chips and a medium drink
- $2 Double Decker Taco Deal with Doritos chips and a medium drink
- $2 Gordita Supreme Deal with Doritos chips and a medium drink
- $2 Beefy 5-Layer Burrito Deal with Doritos chips and a medium drink
TV, cinema advertising
The Barkley TV ad, created by Draftfcb, Irvine, in conjunction with House of Usher, will run nationally throughout June. The spot was directed by Kinka Usher.
The cinema ad, the second in the brand's history, will run before the upcoming summer blockbusters: Get Him to the Greek, Killers, Iron Man 2, Sex in the City 2, Prince of Persia and MacGruber among others. The cinema ad will air on 11,151 digital screens across the United States for one week,
This is the second ad created to support Taco Bell's $2 Meal Deal. The overall campaign is being promoted through an integrated summer campaign that includes TV and radio advertising, in-store promotions, websites and social media activity, as well as public relations and enhancements with Taco Bell's existing sports and entertainment sponsorships.
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