After a five-year absence, fast-food giant Taco Bell is returning to the Super Bowl, the company confirmed today.
The company is returning to the Big Game 60 years after founder Glen Bell launched the chain's first restaurant in Southern California, which just happens to be where this year's Super Bowl is, in Los Angeles.
The company stated that it is returning to the game "with a campaign that celebrates a modern expression of Live Mas."
At least three agencies will be involved in the effort, including creative shop Deutsch LA, PR agency Edelman and media agency Spark Foundry.
Details are scant at this point, but the company did say it would air a 30-second commercial in the fourth quarter of the game.