Lil Nas X Goes All In for Taco Bell's Toasted Breakfast Burritos

Former Atlanta-area Taco Bell crew member Lil Nas X returns to the fast-feeder in style with a series of amusing spots from Deutsch LA that hype the chain’s Toasted Breakfast Burritos.

Nas narrates the ads, which focus on sweet dreams and waking up early for a bite at Taco Bell. In the best of the bunch, the “Old Town Road” rapper rocks a pink suit and matching pompadour, sending up his own persona in a sparkly talk-show spoof:

Dude’s marketing work is solid gold—or should we say, multi-platinum. (Those are music references, people!) Check out his smash hits for Adobe, Wrangler and especially this recent self-promotion that skewered Nike and dissed homophobes.

Even when he doesn’t appear, Nas’s rhyming voiceovers (and his cute chime-along at the end) deliver big smiles in the campaign’s other kicky commercials:

“Lil Nas X knows the job, the experience and the culture Taco Bell creates for its fans, including its people,” says CEO Mark King in a statement. “This unique partnership will deliver on more than just marketing, allowing us to tap into the genius of Lil Nas X to inspire our team members and align with our commitment to unlocking opportunities for young people.”

A few weeks ago, in a video for the “Sun Goes Down” single, Nas starred as his 2017 self, working a shift at Taco Bell. Both the artist and chain plugged the track on Twitter:

in 2017 on this day i got my first job at taco bell. here’s me leaving the cash register unguarded to take pictures in the restroom. pic.twitter.com/BO9lalrz8R

— nope ?? (@LilNasX) May 15, 2021

Just a taste of @LilNasX’s music video for “Sun Goes Down”. If you haven’t seen it, click the link now. https://t.co/ZkI1clmnDU pic.twitter.com/e3l2sN1qIx

— Taco Bell (@tacobell) May 22, 2021

Now, in addition to the ad campaign, Nas takes the honorary title of chief impact offer, and the Grammy winner promises an exclusive experience promoting Taco Bell’s revamped breakfast menu in conjunction with his upcoming Montero album. He will also announce awards to recipients of the Taco Bell Live Más scholarship, which helps young people pursue their creative passions.

Taco Bell’s Nas ads will run across TV, social and digital, with a Twitch partnership and store activations in the works.

CREDITS

Client Company Name
Taco Bell

Advertising Agency
Deutsch LA
 
CLIENT CREDITS
Sasha Wolf: VP, Marketing Activation
Ashley Prollamante: Sr Director, Advertising
Kristen Powell: Associate Advertising Manager
Amanda Barbosa: Sr. Manager, Advertising
Erika Prime: Social Media, Marketing
Melly Ramirez: Associate Manager, Social Media
Madia Aymerich: Associate Manager, Social Media
Carolyn Avelino: Food Consultant
Milo Simpson, Social Media Coordinator

DEUTSCH/AGENCY CREDITS
Executive Creative Director: Bea Danger
Creative Director: Jeremiah Wassom
Senior Art Director + Copywriter: Karter Krasselt
Senior Copywriter: Eric Scott
Copywriter: Amy Char
Copywriter: Bo Belanger
Art Director: Heather Patterson
Executive Producer: Paul Roy
Senior Producer: Chris Schaldenbrand
Producer: Daniel Stenzel
Associate Producer: Lexie Curatolo
Executive Producer, Digital: Alexandra Psalti
Senior Digital Producer: Lee Khleang
Senior Creative Technologist: Sean Harrington
Music Director: Chip Herter
Music Supervisor: Will Eichler
Group Account Director: Matt Matzen
Account Director: Kelly Childers
Account Supervisor: Griffin Templeton
Sr. Account Executive: Kristen Engasser
Assistant Account Executive: Daniela Chang
Group Strategy Director: Kelsey Karson
Associate Strategy Director: Lauren Murphy
Senior Strategist: Sara Singh
Executive Business Affairs Manager: Ken Rongey
Business Affairs Manager: Kevin Nickels  
Senior Broadcast Traffic Manager: Courtney Tylka
Broadcast Traffic Manager: Ana Barraza
Design Director: Jean-Lou Renoux  
Designer: Rachel Howard

PRODUCTION CREDITS
Production – Live-Action

Golden
Matthew Marquis: Executive Producer
Geoff McLean: Executive Producer
Thomas Martin: Line Producer
Saman Kesh: Director

Production – Lil Nas X LA Shoot

London Alley
Hannah Lux Davis: Director
Brandon Bonfiglio: Executive Producer
Lisa Arianna: Producer
Lex Lewter: Production Manager

Editorial

Cut and Run
Jay Nelson: Editor
Erica Henson: Assistant Editor
Brady Fiero: Senior Producer
Michelle Eskin: Managing Director
Amburr Farls: Executive Producer

Finishing / VFX / CG
Executive Producer: Chris Fieldhouse
Compositor: Trent Adamcyzk
VFX Production Manager: Jayce Attewell
Illustrator: Harry Gold
Rigger: Connor Goodchild
Head of VFX: Andrew Hellen
Compositor: Mitchell Kehn
MGFX Artist: Josh Kell
Modelling/Texturing: Sam Lee
CG Supervisor: Jordan McInness
Animator: Kerrie Moss
Senior Compositor: Phil Outen
Flame Compositor: Mark Renton
Production Assistant: Carly Rosenberg
Lighting: Adam Wong

Color Grade

Co3 Los Angeles
Stefan Sonnenfeld: Colorist
Blake Rice: Producer
Anada Reavis: Executive Producer
Ashley McKim: VP of Short Form

Music Composition

“Dreams od Victory”
BUTTER Music and Sound
EP: Annick Mayer
ECD: Tim K
Composer: Nat Jeffries
Producer: Stone Irr

“Breakfast, In Bedtime Stories”
BUTTER Music and Sound
EP: Annick Mayer
ECD, Composer: Tim K
Producer: Stone Irr

Mix House

Formosa
John Bolen: Sound Designer and Mixer
Brendan Gates: Assistant Mixer
Executive Producer: Lauren Cascio