Commentary

Pete Davidson Becomes Toned-Down 'Peter' To Pitch Taco Bell Breakfasts


Taco Bell has enlisted former “Saturday Night Live” star Pete Davidson to do more commercials for its breakfast items.

“Good morning! I'm Peter Davidson, not Pete, because before 11 a.m. I like to keep it toned down and simple — just like Taco Bell breakfast with fluffy eggs, sausage, melted cheese and a crispy hash brown and a grilled tortilla,” says Davidson in the ad. “Nothing too wild, just like me, Peter Davidson.”

The ad, via Deutsch, Los Angeles, which features Davidson in a gray suit on a fake morning show set, clearly plays against type as Davidson has made gossip headlines by cavorting with Kim Kardashian, Ariana Grande, Kaia Gerber and others.

The spot is also a sequel to ads that ran in the fall that featured Davidson rhapsodizing about Taco Bell’s breakfasts.

That campaign helped “drive consumer buzz” for breakfast, CEO David Gibbs said during a fourth-quarter earnings call in February. It also led to a 9% transaction growth during the daypart.

In addition to the ads, Taco Bell has enhanced its breakfast menu to include the California Breakfast Crunchwrap, launched on April 13. That wrap includes eggs, bacon and hash browns.

 

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About the Author

Todd Wasserman is a staff writer at MediaPost. He is a long-time business journalist who has covered marketing, media and advertising at a variety of publications including Brandweek, Mashable and The Wall Street Journal.