Photo Credit: Taco Bell
Taco Bell teams up with Latin star Myke Towers for its latest ad spot in the U.S. and Puerto Rico.
Last month, Taco Bell announced a new partnership with Latin musician Myke Towers for the United States, Latin America/Caribbean (LA&C) region, as well as Spain. As part of that partnership, Towers’ song “Sunblock” is featured in the new Taco Bell Chicken Bacon Ranch Street Chalupas spot across the U.S. and Puerto Rico. The spot is the latest by the fast-food company to underscore the importance of food and music culture.
Born and raised in Puerto Rico, Myke Towers has become one of the most influential voices in Latin music. A two-time Latin Grammy-nominated artist, he has used his genre-bending sound and entrepreneurial vision to propel himself from local freestyle circuits to international arenas. Known for hits like “Soleao,” “LALA,” “Degenere,” and “La Falda,” Towers is recognized as one of the most-streamed Latin artists in the world.
The heart of the international campaign is inspired by a (supposedly) real moment when Taco Bell set the scene for a formative moment in the artist’s life.
In 2015, while recording in Miami, Myke had just $10 and no ride, so he and two friends walked to Taco Bell. Myke was stunned when a fan recognized him and asked for a photo. He assumed it was a joke, but his friend insisted, “That’s a sign. You’re going to be big.” At the time, the artist couldn’t believe it. “I had no faith in myself in that moment,” he recalls.
A decade later, Myke sees that moment differently.
“It was part of a process. God puts you through things to see how you react. That day was my first sign, even if I couldn’t recognize it yet. Life has a way of sending you signs, moments that tell you to keep going, to dream bigger, to own your path,” he said.
“Myke is an artist who inspires people to move, emotionally, creatively, culturally,” said Karla Patino, Chief Marketing Officer, Taco Bell LA&C. “His journey mirrors the spirit of Live Más: bold, expressive, and authentically connected to the communities we serve. This is a milestone partnership for Taco Bell, and we’re thrilled to bring his voice, his energy, and his global fanbase into the Taco Bell family.”
Taco Bell launched Taco Martes (Taco Tuesday) across the LA&C region and Spain, with a goal of transforming the concept into a weekly ritual “rooted in optimism and celebration.” Fans were invited to share the signs, moments, and cues that shape their Tuesday, and had the chance to win limited-edition Taco Bell x Myke Towers totes in each participating market.
