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TACO BELL® DEBUTS LONG FORM 60 SECOND COMMERCIAL DURING SUNDAY'S 2010 MTV VIDEO MUSIC AWARDS

 

Super Delicious Ingredient Force Takes To The "Air" For the Biggest Night In Music

IRVINE, CALIF., Sept. 10, 2010 – The red-hot, once-in-a-lifetime performances won't be the only memorable moment from this year's 2010 MTV VMAs. Taco Bell will debut a specially developed, long form 60 second television commercial to promote its "Super Delicious Ingredient Force" this Sunday as the Video Music Awards capture America's attention and adds to its pop culture legacy. The 27th annual MTV Video Music Awards will be broadcast live from the Nokia Theatre in Los Angeles on September 12 at 9 p.m. ET.

The commercial, designed alongside agency partner Draftfcb, is an homage to 1970's Saturday Morning Cartoons and is designed to highlight the unique flavors, textures and food you can only get from Taco Bell. It is drawn by world-famous comic book artist Neal Adams and features a super hero team made of Taco Bell's unique ingredients and flavor profiles who come together to help defend taste buds everywhere. When hunger calls, when flavor falls or when value equals lame, the Super Delicious Ingredient Force (SDIF) is there to defend value and save people everywhere from cruddy combos and late night munchies.

"We know millions will be tuned in ready to see the latest 'can't miss' moments from the MTV Video Music Awards," said David Ovens, Chief Marketing Officer, Taco Bell Corp. "These moments are ingrained into pop culture and become water cooler chatter the days and weeks following the VMAs. We feel the Super Delicious Ingredient Force will engage our Taco Bell fans and MTV viewers in a unique, creative and memorable way."

The SDIF are made up of 10 unique ingredients: Capitan Enchilada Sauce, Steak Maximus, Crunch Boy, Fantastic Rice, Flex Tortilla, Commander Seasoned Beef, Super Reduced Fat Sour Cream, Incredibean, Chicken Woman and Dr. Steve Value. This new, specially designed spot will raise awareness of Taco Bell's integrated digital and social media campaign for "Super Delicious Ingredient Force" that debuted earlier this summer to support both Taco Bell's $2 Meal Deal and Fourthmeal offerings. Each member of the SDIF has its own Facebook page and can interact with their friends.

Alongside its long form commercial, Taco Bell will also support this campaign with an online homepage roadblock of MTV.com on Wednesday, September 15 as well as other supporting online media on MTV.com throughout VMA weekend. For more on SDIF, go to www.sdif.com. You can also view full episodes at www.tacobell.com or M.tacobell.com (Taco Bell's mobile site).

About Taco Bell Corp.
Taco Bell Corp. ("Taco Bell"), a subsidiary of Yum! Brands, Inc., (NYSE: YUM), is the nation's leading Mexican-style quick service restaurant chain. Taco Bell serves tacos, burritos, signature quesadillas, Grilled Stuft Burritos, nachos, and other specialty items such as Crunchwrap Supreme®, in addition to the Why Pay More!® Value Menu. Taco Bell serves more than 36.8 million consumers each week in nearly 5,600 restaurants in the U.S.


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