Taco Bell Announces Its Super Bowl Return With an Amusingly Redacted Press Release

Cryptically touting one of its 'biggest product launches to date'

Headshot of Tim Nudd

Taco Bell said Thursday that it is returning to the Super Bowl for the first time since 2013 with a 30-second spot in the first quarter of the Feb. 7 game. The ad will unveil one of Taco Bell's "biggest product launches to date," the fast-food chain said.

But good luck getting much more info from the press release, which has been heavily—and comically—redacted. (See the whole release below.) So many key details have been blacked out that you can probably just go ahead and play Mad Libs with it.

This much we do know: The new menu item is described as a "food innovation" and seems to be a combination of (unknown) food items; it might be made available to certain fans before the game; the spot was made by Deutsch LA; and fans wanting to know more should follow the Feed on Taco Bell's website, Ta.co.

Taco Bell's most recent Super Bowl spot was a :60 on the 2013 telecast, featuring octogenarians partying all night to a cover of the Fun song "We Are Young," sung in Spanish. 

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@nudd Tim Nudd is a former creative editor of Adweek.