Taco Bell's 2025 Super Bowl commercial has turned heads not for its big-name celebrities but for its unexpected spotlight on everyday fans. This commercial features NBA superstar LeBron James and chart-topping artist Doja Cat, yet the real stars emerge as nearly 400 Taco Bell fans who dominate the screen time.
The 30-second advertisement, directed by Dave Meyers, aired during the third quarter of Super Bowl Sunday on February 9, 2025. It forms part of Taco Bell’s larger “Live Más at Taco Bell” marketing campaign. What’s unique about this year’s approach is the way it flips the traditional concept of celebrity endorsement. Instead of showcasing A-list stars, the ad highlights the joyous interactions of regular customers enjoying their Taco Bell experience.
The commercial kicks off with the voiceover humorously declaring, “Behold: A bunch of randos, not famous people,” as it flashes images of taco enthusiasts at drive-thrus. While James and Doja do make appearances, their moments are overshadowed, quite literally, by the vibrant excitement of loyal Taco Bell fans munching happily away.
“Wait, what?” LeBron quips during the spot, clearly surprised by his limited screen time. Doja Cat adds, “But I’m Doja—!” as she peeks out from her trailer, lamenting over being side-lined. The humorous exchange continues with lines like, “Yeah, but celebs don’t make Taco Bell Taco Bell. Fans do,” elucidated by the announcer, cementing the commercial’s central theme.
Taco Bell’s chief marketing officer, Taylor Montgomery, explained the rationale behind this unique angle. “Big Game commercials tend to only lean on big-name celebrities, but we decided to flip the approach knowing very well the best Taco Bell moments don’t need a script,” Montgomery said. This bold choice reflects the brand’s belief in the authenticity of its customers, the true essence of the Taco Bell experience.
Doja Cat, who previously lobbied for the return of Taco Bell’s beloved Mexican Pizza, expressed her surprise at not being the main focus of the ad. “I’ve already made history with Taco Bell — you’re welcome for the Mexican Pizza comeback — so when I heard Taco Bell was featuring its biggest fans, I assumed I would be part of the action. Don’t get me wrong, I should be the star, but my fellow Taco Bell fans really showed out,” she remarked back in January when the ad teaser emerged, hinting at her desire to shine.
Despite the commercial's playful treatment of its celebrity guests, the reception aims to resonate deeply with Taco Bell's target market. By featuring recognizable faces of loyal customers, Taco Bell sends out the message of solidarity and community, reinforcing the notion of inclusion among its customer base. The brand seems confident its ad campaign would resonate more with people who regularly enjoy their offerings.
This strategy is markedly different from previous marketing efforts where star power dictated the narrative. Montgomery’s approach embraces fan culture with the recognition of family dining experiences as central to Taco Bell’s brand identity. Fans expressed genuine enthusiasm, making the connection between food, joy, and celebrations clear.
Wrapping up, the 2025 Super Bowl commercial stands as both innovative and engaging, inviting viewers to tune in not just for star-studded visuals but to appreciate the communal spirit of enjoying Taco Bell. It takes the focus away from celebrities and highlights the genuine, lived experiences of the brand’s true supporters. It would seem on this occasion, everyday fans, with their laughter and love for fast food, are the true heroes of the Taco Bell experience.