Taco Bell highlights – in its latest ad campaign, titled “Talk Show Dreams,” – that, no matter how good that dream is, Toasted Breakfast Burritos are better.
The spot features Lex, a young woman who’s dreaming she’s on a talk show with Lil Nas X and she is at the center of attention. The voiceover says there’s no reason to wake up because she is slaying the stage with him. However, when crispy bacon and fluffy eggs come into question, she concludes they are the perfect reason to wave the perfect dream farewell.
“The sooner you wake, the sooner you’ll get Toasted Breakfast Burritos. Only at Taco Bell,” the voiceover says at the end of the commercial, which is set to the tune of the 2021 single “What I Want” by Filipino artist Jaime Jesús, from his “Montero” album.
The fast-food chain’s menu now includes a Cheesy Toasted Breakfast Burrito, made with eggs, nacho cheese sauce, and sausage, the Grande Toasted Breakfast Burrito, made with a double serving of eggs compared to the Cheesy Toasted, potato bites, pico de gallo, and your choice of bacon or sausage, and the Hash Brown Toasted Breakfast Burrito, made with bacon or sausage, eggs, cheese, and a hash brown.
Lil Nas X, who was given the honorary title of Chief Impact Officer, has been described as “one of the most important voices of this generation” by Jennifer Frommer, SVP Brand Partnerships & Commercial Sync at Columbia Records. “His expertise in understanding social media and youth culture alongside his skills in creating great music makes this partnership with Taco Bell exciting, brave and one of the most innovative campaigns I’ve had the pleasure of creating,” she also said.