As is becoming tradition, advertisers are pre-releasing ads they are planning to run during the biggest advertising viewing day of the year—also known as Super Bowl Sunday.
Pre-release of ads on social networks is a good way for advertisers to testing response to a campaign before spending millions of dollars running the ads on the Super Bowl, and to generate advance buzz for the big public reveal on Sunday.
This year, Taco Bell has released a few ads in advance of the game. One features an 87-year old man racing his motorized scooter across a football stadium—knocking over water coolers, yardage signs and a tackling dummy. While making donuts on the field, he spins out and goes flying. The ad is part of Taco Bell’s new LIVE MAS promotional campaign. The ad is titled “Viva Young” and is scheduled to debut during the third quarter of the game. The other one features a rukas party gang who escape from a retirement home.
“Our hope is that our consumers will see themselves in this ad. They tell us that Taco Bell is about memories and experiences, and things they like to share with their friends,” said Brian Niccol, Chief Marketing & Innovation Officer, Taco Bell Corp. “We believe that advertising on the world biggest stage, the Super Bowl, was the ideal way to share these experiences with our fans, while also providing further context into the mindset of Taco Bell and what it means to LIVE MÁS.”
Another ad however may never see the stadium lights—as it is being pulled in advance of game day. It seems that some people think LIVE MAS can be a bit dangerous.
This ad urges people not to bring veggie trays to their Super Bowl parties, but to instead bring 12-packs of Taco Bell's tacos. Unfortunately, the ad has raised ire of healthy eating advocates who believe the ad is disparaging to those who choose healthy eating choices.
Because certain groups have complained, Taco Bell decided to pull the ad.
"We didn't want anyone to misinterpret the intent of the ad," said Rob Poetsch, a Taco Bell spokesman. Representatives for the Center for Science in the Public responded to the decision, "We are delighted that Taco Bell is pulling an ad that urged people not to bring veggie trays to their Super Bowl parties, but to instead bring 12-packs of Taco Bell's tacos."
Of course, there are a lot of other Super Bowl advertisers who are promoting “unhealthy” foods—Coke, Doritos, Pepsi, M&Ms, etc. that don’t seem to be getting the same treatment as Taco Bell. To this way say, let Taco Bell live and let be. Or as Taco Bell might say, “vivir y dejar ser.”
As for the the “Viva Young” ads featuring senior daredevils, there seems to be no word yet from the folks at AARP.