Taco Bell blends cultures with Lionel Richie's "Hola"

02/28/2013 | Advertising Age (tiered subscription model)

Taco Bell is using a Lionel Richie song, sung in Spanish, in English-language commercials touting the Cool Ranch Doritos Locos. One comedy spot shows a sad man at a bus stop, trying to stuff Cool Ranch Doritos into his taco, only to be soaked by a passing truck, then learning from a bus ad of the upcoming product. "This is one of those [songs] you get without having to understand Spanish. It adds another level of context to the brand around the experience we're providing. It's blending cultures," Chief Marketing Officer Brian Niccol said.

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