Taco Bell unveiled its latest Major League Baseball TV spot, featuring San Francisco Giants closer Brian Wilson, Sept. 6 during Game 5 of the American League Division Series.
Titled “Closer 2.0,” it was a follow-up to last year’s commercial with the Yankees’ Mariano Rivera and Joe Girardi, in which Girardi had to call in Rivera to finish a customer’s XXL Chalupa, as it was too big.
An exact follow-up to last year is the director’s idea for this current spot. With hair and makeup stylists, including a woman with a Roman Bacchus-style beard groomer, Wilson’s sense of grandeur leads to other ideas of how the commercial should go–zany ideas that, like the size of the XXL Chalupa, play off of his extra-large personality.
Taco Bell has been the official quick-serve sponsor of Major League Baseball since 2004, and its XXL Chalupa will be promoted through an integrated campaign that includes TV and radio advertising, in-store promotions, website, and social media activity, all handled through Draftfcb, Orange County. The spot will run in-game on TBS, FOX, and TNT throughout the playoffs, and on ESPN in a general buy.