Taco Bell Goes Cinematic With Ad Campaign

The fast-food chain that asks consumers to “think outside the bun” in its TV ads, is thinking outside of the (TV) box. For the first time, Taco Bell is turning to cinema as it ramps up its “Why Pay More” campaign to push nine menu items priced at 79 cents, 89 cents and 99 cents. The new ad, dubbed “Roosevelts,” referring to the president pictured on the dime, debuted June 26 in National CineMedia’s FirstLook prefeature program across 171 markets. The Taco Bell spot, created by Draftfcb Organe County, will also be seen on NCM’s lobby entertainment network of plasma screens located in movie theater lobbies.