26 June 2010


Need more proof that superheroes are taking America by storm -- and not just at the box office? Now, they'll be protecting all of us at the drive thru, too.  Taco Bell, our favorite purveyor of la comida rapida has launched their latest ad campaign - and the nation's newest band of superheroes:  Super Delicious Ingredient Force 

In true team-up fashion, the 'Bell joined forces with advertising giant DraftFCB Chicago and legendary comics artist Neal Adams to develop a Taco team of Super Friends-esque heroes that would have their own online cartoon and appear on Taco Bell menus and signage - very similar to the use of the Hamburgler and Ronald for McDonalds.  The result: Super Delicious Ingredient Force (or SDIF), a nine-member team that includes heroes like the blatantly gay Fantastic Rice and Flex Tortilla - a definite in-joke and spoof on Grant Morrison's own inside spoof-ish creation, Flex Mentallo - and a buzz-worthy video that succeeds at hitching Taco Bell to the superhero choo-choo.

The first of a planned trio of videos hit the internet this month; in over three minutes, the short's more mini-cartoon than commercial, and surprisingly as subversive as it is funny - or ridiculous, depending on your point of view.  With a mission to rid the world of "minuscule meals of mediocrity," an El Camino that stands-in for the Batmobile, and a scene with a pickle that pushes into Family Guy territory, the humor and super hero shout-outs actually over-power the actual product.  But that's likely the intention anyway: establish the brand - especially if the likes of Chicken Woman and Crunch Boy will soon be filling Taco lobbies as super standees.

Super Delicious Ingredient Force -  pure awesome, for one reason or another.  But after the enchirito was invented, who really needed another reason to love Taco Bell anyway?

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