Young and Hungry

Super Delicious Ingredient Force: Super Insidious

If the Super Delicious Ingredient Force is part of Taco Bell's plan to build an icon as cuddly to kids as Ronald McDonald, I have just one small piece of advice: You might want to rethink the cartoon character that looks like it was pinched out by a Labrador.

I mean, seriously, doesn't Commander Seasoned Beef look like a dog turd in tights? Surely a child's need for fantasy superheroes can't be so cheaply co-opted by this Super Friends knockoff.

The message Taco Bell wants to get across is as poorly conceived as Commander Seasoned Beefhead: that a three-item meal for $2 — which includes a bag of Doritos — is somehow morally superior and more flavorful than, say, a Happy Meal or something.

Consider this quote from a trio of shirtless, fist-pumping French fries dressed in hip-hugging khakis:

"In today's economy, people could care less what their food tastes like. We're cheap and easy, and we're their only option. Hahaha!"

Yeah, as opposed to that Taco Bell $2 Meal Deal, which is obviously built on fruit, veggies, and Niman Ranch beef? If that TB $2 meal doesn't represent the height of flavor-added food industrialization, I don't know what does.

For some reason, the whole cynical attitude of this Taco Bell campaign reminds me of what James McMurtry wrote in "We Can't Make It Here Anymore," a righteously angry song about faceless power sticking it to the people for their own profit:

Let 'em eat jellybeans, let 'em eat cake

Let 'em eat shit, whatever it takes

They can join the Air Force, or join the Corps

If they can't make it here anymore

  • http://www.burkas.net jburka

    I hate to ask a stupid question, but isn't the audience for this actually fans of Adult Swim? Nothing about this suggested to me it was aimed at today's kids...

  • http://chronicnegress.net winenegress

    I assumed this was a ripoff of Aqua Teen Hunger Force, which featured a talking burger, fries and a shake. I also agree with jburka that this has very little to do with kids.

  • Kim Chi Ha

    i always though ronald mcdonald was a creep.

  • Tim Carman

    OK, I likely misread the target audience, but the cynicism of the ad still stands. Unless it's meant as ironic cool, as in, "We know this is camp and bereft of any truth or meaning." Which then means my screed is totally hollow. Wouldn't be the first time.

  • Mike from H Street

    Count me in the ironic cool camp.

    Check out http://www.sdif.com and make sure to click on a few of the "team members" images. The people behind this have their tongues FIRMLY in cheek.

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