With Doritos-Based Dish Launch Looming, Taco Bell Unveils New Slogan, Spot

By Kiran Aditham 

By now, some, most or all of you have heard that Taco Bell is rolling out its Doritos Locos Tacos line (you might have seen this teaser), which will officially be available to appease your guilty-pleasure cravings nationwide come March 8. As part of the rollout of its new menu item, the fast-food chain’s agency partner Draftfcb Orange County unveiled a new spot called “Pockets” that was directed by Jake Scott and debuted during NBA All-Star weekend.

As you’ll see in the latest advert, Taco Bell is undergoing a rebranding of sorts that comes with a new slogan, “Live Mas,” which from the looks of it, will be emblazoned across all the brand’s sauce packets. Now, we’re just curious to find out if there really is a band called Slab Hauler. Credits after the jump.


Draftfcb Orange County

Teddy Brown, SVP Executive Creative Director
Jeff Maerov, SVP Group Creative Director
Thomas Anderson, VP Executive Producer
Adam Nowak, VP Creative Director/Writer
Adam Tompkins, Creative Director/Art Director



RSA Films
Jake Scott- Director
Tracie Norfleet- Executive Producer
David Mitchell- Producer
Dariusz Wolski- Director of Photography
Jason Hamilton- Production Designer


Optimus LA

Therese Hunsberger – EP/Managing Director
Ashley Bartell- Producer
Erin Nordstrom – Editor
Dan Swierenga – Assistant Editor


Colorist: Dave Hussey




Aidan Thomas – Lead Visual Effects Artist

Christopher Hunsberger – 2nd Artist

Patrick Hunsberger – Smoke Assist

Robert Owens – Executive Producer

Paula S. Jiménez – Producer