Taco Bell Brings Doritos Locos Tacos to Canada, Makes Critics Literally Eat Their Words

Angry tweets etched on shells

Be careful what you say about Taco Bell in Canada. The chain is liable to etch your angry rants on taco shells and force them down your throat. That's what happened in this stunt from ad agency Grip Limited in Toronto, which marked the long-awaited arrival of the celebrated Doritos Locos Tacos in the country by using a special laser to burn exasperated tweets from impatient customers right on the first batch of shells—and then invited those same customers to a "special fan event" where they literally ate their words.

Back in the U.S., meanwhile, Taco Bell has rolled out the new Fiery Doritos Locos Tacos, and is promoting them with two new spots from Deutsch LA. The first, titled "The World's Most Hottest Idea," shows various people discussing the spicy taco's flavor, oblivious to actual fires erupting around them. (Note the movie marquee in the last frame, "Gordy and Brian Take on Delaware," which refers to the creative team who created the spot.)

The other new spot, "No Pican," is the first commercial from the Deutsch LAtino multicultural marketing practice, and will target Latino audiences.

See those two spots, and credits for all three, below.


Client: Taco Bell Canada

Campaign: "DLT Eat Your Words"

Agency: Grip Limited, Toronto

Creative Directors: Ben Weinberg, Pat Andrews

Copywriter: Trevor Gourley

Art Director: Julia Morra

Social Content Strategist: Patrick Tomasso

Director of Client Services: John Miller

Account Director: Cheryl Gosling

Business Manager: Liliana Coimbra

Producer: Liz Crofton

Production House: Data Armada

Editor: Duane Vandermeulen

Music, Sound: Imprint Music

Postproduction: Grip Limited

Chief Marketing Officer: David Vivenes

Director of Marketing: Michael Van Horne

Marketing Manager: Veronica Castillo


Client: Taco Bell

Spot: "The World's Most Hottest Idea"

Client Credits

President: Brian Niccol

Chief Marketing, Innovation Officer: Chris Brandt

Brand Creative Director: Tracee LaRocca

Senior Manager, Brand Experience: Aron North

Manager, Brand Experience: Ashley Prollamante

Agency: Deutsch, Los Angeles

Group Creative Director: Brett Craig

Creative Directors: Jason Karley, Josh DiMarcantonio

Senior Art Director: Gordy Sang

Senior Copywriter: Brian Siedband

Director of Integrated Production: Vic Palumbo

Executive Producer: Paul Roy

Senior Producer: Mila Davis

Music Supervisor: Dave Rocco

Production Company

Arts and Sciences, Los Angeles

Director: Matt Aselton

Director of Photography: Nigel Bluck

Executive Producer: Marc Marrie

Managing Director: Mal Ward

Line Producer: Scott Kaplan

First Assistant Director: Craig Pinckes

Editorial Company

Cut and Run, Santa Monica, Calif.

Editor: Jay Nelson

Assistant Editors: Luke McIntosh, Sean Stender

Senior Producer: Amburr Faris

Executive Producer: Carr Schilling

Post Facility

MPC, Santa Monica, Calif.

Colorist: Ricky Gausis

Visual Effects Company

Method, Santa Monica, Calif.

Visual Effects, Online Artist: Jason Frank

Visual Effects Assistant Artist: Patrick Vollkommer

Creative Director: Claus Hansen

Producer: Stephanie Alllis

Music, Composer

Massive Music (Music festival scene only)

AFM Stock Music (Airbrushing scene only)

Sound Design Company

740 Sound Design, Los Angeles

Sound Designer: Rommel Mollina

Associate Producer: Jeff Martin

Executive Producer: Scott Ganary

Audio Post Company

Lime Studios, Santa Monica, Calif.

Mixer: Rohan Young

Assistant: Patrick Navarre

Executive Producer: Jessica Locke

End Tag Mnemonic:

Method Studios, Santa Monica, Calif.

Executive Producer: Robert Owens

Additional Deutsch Credits:

Chief Executive Officer: Mike Sheldon

Account Management Credits:

Group Account Director: Walter Smith

Recommended articles