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Archive for March 12th, 2008

Secret Behind Taco Bell's Melt With You Commercial For Cheesy Beefy Melts

Wednesday, March 12th, 2008

This commercial was on a few months ago, and then it suddenly disappeared. Maybe someone high enough in the advertising food chain came to the same realization that struck me, and worked to get the commercial pulled as quickly as possible. For whatever reason, it has come back. I feel it's finally appropriate to share my insights with you, and I can only pray that the executive who saw what I saw is alive and unharmed. Because sometimes knowing the truth can make you a liability…

Maybe you've seen the commercial. We hear the song "I Melt with You" by Modern English. Meanwhile, a bunch of people are shown eating Taco Bell's Cheesy Beefy Melts, which appear to be burritos stuffed with cheese. That way, when you bite into one, the cheese can ooze out and stretch all the way from your mouth to the burrito. Remember those old pizza commercials where the cheese stretched from your dinner table to Hawaii? Well, the good 'ol cheese stretch has made its triumphant, light-hearted, squeaky clean return. Or so most of the ad executives would have you believe.

You see, the commercial strikes me as odd for one nasty reason. All the people in it are each holding a warm, soft, tan object, with yellow goo dripping from their mouths to the object's top end. The size, shape, and color of the food item, combined with the goo, the place where the goo comes out, and the place the goo ends up… It all adds up to a sexual innuendo that seems to be screamingly obvious every time the commercial airs. And yet the ad seems to take its mild humor seriously ("ha ha, I melt with you, get it? fun…") to such an extent that nobody will admit, or allow themselves to realize, that what we're really seeing is a bunch of people performing a sexual act on a handful of Taco Bell.

Funny? Gross? Too "out there" to make sense? You be the judge: