Advertising to millennials, Taco Bell turns sharing culture on its ear for its Grilled Stuft Nacho.

May 27, 2015

I am most definitely not a fan of Taco Bell food. Not even when I was a teen-ager, and a stoned one at that, did I like the Bell’s crappy take on Mexican food. Nor am I a fan of Taco Bell’s advertising, which I find equally bland and cheesy.

But today I am not here to hate. Because, to my surprise, I actually like and admire this TV commercial from Taco Bell and its advertising agency, Deutsch, LA. Yes, it’s for something unfortunate called the Grilled Stuft Nacho (Can we put a moratorium on fake words like “stuft?”) Still, the TV spot is a clever take on the notion that anything pertaining to nachos must be shared, suggesting that this nasty little dish is made only for one person, i.e. you don’t have to share it.

A good concept, made even better given how overdone the notion of “sharing” has become in the social age. Everyone is sharing everything or beseeched to do so. And so, the brand exhorts the biggest share culprits, millennials (who also happen to be TB’s uber-target), to be selfish. You can keep this nacho-based entity all to yourself!

When brands can turn an insight (nachos are for sharing) on its ear (this nacho is for you) that’s a good concept. If popular culture is also tapped (content sharing is ubiquitous) it’s even better. Whatever I personally feel about the brand I must admit this commercial has all of the above going for it.

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