PGC Spies on Taco Bueno

DALLAS Inept corporate spies return in a new Taco Bueno spot from PGC Advertising that breaks Feb. 10.

In “Cheese Glow,” an employee of a fast-food competitor tells his boss he has discovered Taco Bueno uses real cheese in its queso. “We obviously can’t compete on taste,” the worker says, but notes an advantage to their own queso: “Ours glows in the dark.” After he turns off the lights of his spy headquarters, his cheese mustache shines bright yellow, prompting his boss to say in horror, “Oh sweet mother.”

The 30-second television spot then cuts to shots of Taco Bueno’s crispy tortillas filled with cheese and ends with a voiceover of the tagline, “At Taco Bueno, it’s more bueno.”

The Omnicom agency in Dallas began the “Spy-Cam” campaign for the Carrollton, Texas-based client last May.

The new ad breaks in spot markets in Tulsa and Oklahoma City, Okla., and Dallas and Abilene, Texas. Another spot is scheduled to begin airing in the second quarter.

Taco Bueno operates 120 restaurants in Texas and Oklahoma. The client spent $2 million on media through October 2002, according to CMR.