Taco Bell’s Super Bowl ad promises a mysterious surprise


The amount of immediate interaction elicited by Super Bowl commercials is usually limited to a chuckle or a somber nod to the tearful rare. This year, however, there were more that wanted you to go to a site, scan a QR code, or do some sort of 360-degree thing with the halftime show. Taco Bell was among that crowd this year.

Taco Bell launched its Super Bowl commercial during the fourth quarter of the game between the Los Angeles Rams and the Cincinnati Bengals. In this one, the taco shop promised a surprise to anyone who wanted it. However, you will have to wait a few months. Taco Bell tells Thrillist that the reward is coming May 19, but you’ll need to sign up for Taco Bell Rewards by 11:59 p.m. PT on February 13 to get the benefit.

The image provided to Thrillist is just as vague as the rest of the promotion. The image shows a hand holding a Bell bag. No food is shown. Very few clues are available. However, he says, “Something naughty is coming on 5/19.” So maybe it’s something to do with the sauce? (Claps the head as if it were a major reveal.)

May 19 is a long way off, especially in the realm of fast food, which we tend to associate with being, well, fast. Menu items come at a moment’s notice, disappear without a trace, and lunch pops out of a window moments after you order it from the driver’s seat of your car. May 19 is a long way off, but if you sign up for the rewards app now, you can just forget about it. So the surprise will be a real surprise when it arrives.


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