what? (live super bowl blog)
Taco Bell on safari? Where are we supposed to think these people got their reheated fast food?
It's not a Super Bowl-specific commercial, so this is just a general gripe. I hate it when marketers go for "cute" -- like, say, talking lions -- at the expense of "believable." That's what makes it gimmicky, the opposite of clever.
Geico's cavemen, you might argue, don't exist ... but in the reality of the series of commercials, they do. The set-up was in the first caveman ad, and it was built upon in subsequent ads, so that now we don't need the setup; we can just enjoy the cavemen. That's what makes it fun.
But Taco Bell and the talking lions: For one thing, we don't have any idea where these people got their Taco Bell, so it's not believable. I mean, how long have they been carting their white paper bags around in the African heat?
For another thing -- well, I don't even mind the talking lions; it's not my taste, but that's okay. But what do lions have to do with pseudo-Mexican food? Maybe it's just me.