Wednesday, April 20, 2011

Taco Bell Has Created A Double Decker Utopia

Last year, I absolutely raved about Sneaky Taco Bell Guy and what the geniuses at Taco Bell were conveying in their fantastic commercial. Well, we can no longer chalk up that amazing commercial to luck as Taco Bell has another commercial that brings a smile to my face every time that I see it. The viewer believes they're watching a commercial about a taco, but in reality, it's a commercial about a better lifestyle. The taco is the quintessence of this lifestyle.

This commercial promotes the new Double Decker. Yes, a new Double Decker. Somehow, the masterminds at Taco Bell took their best item on the menu and made it better. Here is the video for those unfamiliar with the advertisement:
What sets this commercial apart from the crappy commercials with babies talking about investing and some white guy rapping about his cell phone service is that there is actually deep meaning within this commercial. In just 30 seconds, Taco Bell conveys a utopia, a dream world where different groups of people come together as one. We could only be so lucky to live in this place.

The first thing that is conveyed is the socioeconomic equality within this commercial. Here they are at a fancy cocktail party, but instead of having sushi or some fancy finger food, they go with 89 cent Cheesy Double Deckers. It doesn't matter if you're rich or poor, wealth has no advantages in this world.

Next up is that different races are able to mix together.
These two gals are having a great time, and the color of their skin does not matter. Everyone can enjoy a Cheesy Double Decker.

I actually found this third example of overall equality much later than the others. This commercial actually conveys that this world is completely tolerant of both hetero and homosexual relationships. Don't believe me? Check out this screen shot:
On the right, we have the traditional (although with mixed races) heterosexual relationship. The left side of the screen very clearly shows two well-dressed gentlemen enjoying each other's company. It's the perfect world, so they do not need to hide from the world. In Cheesy Double Decker Land, all life decisions are encouraged, as long as they lead to happiness. Obviously, a lot of religious zealots are not fond of the homosexual lifestyle, but Taco Bell has them in mind as well. Our Winning Taco Guy points the taco to draw attention to the normal relationship on his left (the viewer's right), so the deeply religious people can live in Cheesy Double Decker Land without having to worry about the evils (in their opinion) of homosexuality.

But the equality that pops out at even the most casual observer is that beautiful people and normal looking people are all together in this world without judgment on outward appearance. Now that's not to say that the people in this commercial are not trying; they are, but since nobody is judged on outward appearance, their effort comes from their own personal satisfaction as opposed to trying to conform to societal norms.

But what about the non-beautiful people? Well, just look at who is the most normal looking person. It's the guy who is celebrating his "Winning" Taco. He represents us. He is living our dream, as he has been placed in this utopia for no other reason but to obtain the maximum satisfaction from life. And he's achieving that. How many times have you been as happy as he is when he discovers his winning taco? Probably not too many. And that leads us to the most interesting screenshot of the entire commercial:
You see, although he finds this winner of Double Decker Tacos, it's not him that is the winner; it's the world. Hence, he holds out the taco, because he wants to share this amazing discovery with the viewer. And that is where the Cheesy Double Decker becomes so important to this commercial. We can't live in this world, but in a small way, we can bring this world to us.

The Cheesy Double Decker is a perfect utopia that has been brought to our normal existence. The meat is the rich people's source of protein while beans represent the poor person's source. The soft shell represents the white race, while the hard shell with its darker pigment represents all the races combining with the whites in perfect harmony. Although two cheeses coming together may seem unconventional, it is not only accepted, but encouraged in the Cheesy Double Decker. And the lettuce? It signifies normalcy in a world of beautiful flavors, because just like in this utopia, there's room for a little bit of everything in the Cheesy Double Decker.

Taco Bell isn't selling a Taco; they're selling a better life..and I'm buying.


P.S. Here is another awesome Taco Bell commercial. The introduction of the Double Decker.

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