Comedian and Actor Pete Davidson Apologises on Behalf of Taco Bell in Campaign from Deutsch LA

Because breakfast is the most important meal of the day, Taco Bell and Deutsch LA have enlisted the help of Pete Davidson to apologise for revving a little too hot in the early hours.

Matt Ian, Deutsch LA Co-CCO, says: “Taco Bell has always been an innovative brand. But the truth is, not everyone wants daring innovation so early in the morning. Sometimes dialing it up to an 11 before 11:00AM, can be a bit… más. We wanted to take a moment to acknowledge that with our fans. In the past, we may have dialed up the volume a little high in the AM, with a breakfast menu that includes a Waffle Taco and The Naked Egg Taco. So, in an act of radical honesty, we tapped the authority on taking things too far, Pete Davidson to deliver a breakfast apology on behalf of Taco Bell.”

In the new campaign created by Deutsch LA, Taco Bell's apology tour comes to life in multiple phases to convey "I'm sorry" and to show how craveable and conventional the breakfast menu already is. In a 30-second ad spot called 'The Apology,' Pete admits Taco Bell "went a bit crazy with breakfast" and suggests a simple, comforting 'Breakfast Crunch Thing' in the morning before realising the Breakfast Crunchwrap delivers just that. From the same lineage of creative, the 30-second 'The Bell Breakfast' ad spot features Pete dreaming of the most amazing breakfast before waking up inside of a Taco Bell.

"I like to think I might be the muse behind the phrase Live Más, which is probably why they brought me on to apologize for their maybe-too-extreme innovations in the mornings," said Pete Davidson, Taco Bell brand apologist. "Taco Bell got too caught up with today’s hustle and forgot people like to ease into their morning with tasty, simple food.  Here to stay are delicious burritos and Crunch-things or Crunchwraps or whatever they're called."

"At Taco Bell, we're always looking at shifts in consumer behaviors and identifying ways to optimize our menu to match their cravings. This pivot in our breakfast strategy aligns with consumers' morning mentality by turning up our focus on ease and familiarity," said Sean Tresvant, global chief brand officer. "This campaign and our partnership with Pete Davidson truly demonstrate our authentic approach to breakfast. And bringing The Bell Breakfast to life in select restaurants provides a unique experience that enables our fans to engage with the brand in new ways."

Well Pete's same 'Bell Breakfast' dreams are becoming a reality as Taco Bell is transforming three restaurants across the U.S. to immerse fans into this exact dreamy breakfast experience. These limited-time pop-ups will take place from October 20 - October 23, with limited seating, on the Las Vegas strip, Wrigleyville in Chicago and the Times Square Cantina in New York City.