![]() And we are all examples of the live más mentality. We are a brand that believes in living más. And we will too, all of us, because we are all a lot less metal when we accept the world we live in. Navarro will keep wedging brands into his speeches, into his daily life, into the very essence of his being. He seems a lot less metal when he does that.” But nothing gold could stay. As it turns out, there was a time when Taco Bell had taken a break in sponsoring the show, leading one fan to post to the board: “I’m just glad Dave stopped wedging ‘Taco Bell’ into every sentence. I scoured Ink Master forums to find the scene, a chunk of time in my life that I will never get back, one that I might one day reflect on as having been living menos. I did eventually track down the episode that contains the infamous “live más” moment - season five, episode ten. (And sponsored by Taco Bell or Honda.) And then that one shining moment’s bit of dialogue can be taken out of context and used on Twitter to illustrate a joke about just how much American consumerism has ruined our lives, or a joke about our shared depression, or a joke about ass eating. But the taco giant is introducing a new slogan, 'Live mas' ('mas' is Spanish for 'more'), as it tries to reverse its sales misfortunes. We’re steeped in pop culture that values taking your most personal experiences - your job, your dreams, your marriage, your summer shore journey - and distilling them into easy-to-follow plotlines that hinge on “drama.” Drama can mean sobbing, or drama can mean sex, or drama can mean getting punched in the face: As long as the drama exists, it can be consumed. Our shared consciousness has most definitely been televised. It’s the language my generation understands. There’s something about freezing these reality-TV moments in the amber of reaction GIFs and meme fodder that elevates the medium. Can you imagine telling your parents you were featured on a show hosted by Carmen Electra’s ex-husband as something called a “human canvas?”) I can’t believe I was so naïve to think that living más would only be done in one episode - one cannot simply live más just once! The live más mentality must be exemplified every day, in every episode, in every questionable eagle tattoo created on the skin of a “human canvas.” (This is, by the way, what the people who get tattoos on this reality competition show are called. But all the Googling in all the world couldn’t really help me track it down because Taco Bell turned out to be a major presence throughout the entire Ink Master series. Even though I’d watched the show and could understand the outlandishness without any other information, I still felt desperate to place the moment in its full contextual glory. I first saw the stills of that fateful address on my Twitter timeline. “It has a mattress in the back,” I bragged to my sister, “for camping, or if you want to rest in the Burger King parking lot.” I was young, but I already had been indoctrinated with the live más mentality.įor all the thinking I’d done about Ink Master and this moment, I had zero idea which episode it was from. It’s been this way since the dawn of reality TV: As a kid, I remember watching in awe as the Survivor contestants starved themselves in the nude on a desert island, ruining each other’s mental health as they competed for a million dollars and a Pontiac Aztek, a car I’d decided was the car of my dreams. As restaurant-marketing consultant Denise Lee Yohn put it much more diplomatically in Advertising Age's story on the matter, "a tagline should embrace the DNA of the brand, which for Taco Bell is extraordinary value." Taco Bell: Viva Cheap.Such are the questions posed by the great American tradition of brands sponsoring reality television shows. In other words, something that you eat when you're drunk and hungry. Then again, instead of taking the "me-too" approach to Chipotle's values, Taco Bell might be better served by embracing what it excels at: tacos that are so impossibly cheap you can barely believe they contain real animal product. But sales are slipping, and it's clear that the Bell needs to do something big to counter the threat posed by Chipotle and its focus on quality. A lifestyle blog, podcast, & brand by Lauryn Evarts Bosstick. None of which seems particularly, well, life-affirming. Live mas Getting Things Done, Submissive, Just Go, Tattoo Quotes, Live. ![]() Not to mention Taco Bell's recent food-poisoning snafu that sickened 68 people and a new, artery-busting breakfast menu available at 800 locations. According to experts in such things, the revamped tagline is meant to signal an aspiration toward "lifestyle" branding, which seems like kind of a stretch for a company whose blockbuster spring product launch will be something called the "Doritos Locos Taco" - in case you're wondering, a taco with a shell made of Doritos chips. Live Mas? Yep, that's Taco Bell's new slogan, set to replace "Think Outside the Bun" any day now.
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