Taco Bell's Spanish Speaking Ads

As Taco Bell begins to launch their new Cool Ranch Doritos Locos taco, one might recognize the tune in the commercials as the famous Lionel Richie ballad from 1984, but the words going along with it may not be so easy to understand for those who don't speak spanish. According to adage.com, the launch of this Ad is going to be a part of Taco Bell's largest ever campaign. Brian Niccol, CMO of Taco Bell, says that, although the song is translated into spanish, it is a song that can pretty much be understood without knowing the words. The song's translation is expanding on the larger "Live Mas" campaign, which according to Niccol, shows that Taco Bell's food "not just as fuel, but food as an experience." The main focus by Taco Bell in having spanish intertwined in their english commercials is to help blend cultures. As Taco Bell is a mexican inspired brand, they are taking the next steps to really incorporate what that cultural influence means. The use of spanish language in the new campaign can be seen as a new approach in their advertising, but a smart one at that. By doing this, Taco Bell is catering to spanish and english speaking cultures, which will help to expand their already large consumer base.