Taco Bell chihuahua
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The Taco Bell chihuahua was a popular advertising figure and mascot, voiced by Carlos Alazraqui, and developed by TBWA and used by Taco Bell, which is a division of Kentucky, United States-based Yum! Brands. The Chihuahua is a breed commonly associated with Mexico, as are the tacos the restaurant serves. At least two dogs were used as models: the original was named Dinky, but was replaced shortly thereafter by a dog named Gidget.
In September 1997 Taco Bell used the dog in one advertisement in the Northeastern United States. The positive response to the dog led to the company using the dog in advertisements across the United States.[1]
The dog (sometimes depicted as a Mexican revolutionary wearing a beret or as a bandit wearing a sombrero) was made to speak through special effects. His advertising catch-phrase was "¡Yo quiero Taco Bell!" ("I want Taco Bell!"). The voiceover work for these commercials was provided by voice actor Carlos Alazraqui.
The figure grew popular, so much so that toy figures of the dog were produced, and "Yo quiero (X)" became a recognized piece of pop culture. The dog also started two other catch phrases, "Drop the chalupa!" which briefly became an oft-quoted phrase on SportsCenter, and "Viva Gorditas!," meaning "Long live Gorditas!" In a noted crossover with the 1998 Godzilla film, the dog famously attempted to trap the legendary monster in a box, goading the beast with the phrase "Here, lizard lizard lizard..." only to see Godzilla's size and respond "Uh-oh... I think I'm going to need a bigger box." (a reference to Jaws)
Some Latin Americans, as well as people in Mexico, accused the dog of being a thinly veiled cultural stereotype.[2] The company stopped showing the dog in advertisements in 2000. [3] Snopes debunks the myth that Taco Bell ended the commercials because the dog died.[1] Tom Kenny, a voice actor and friend of Alazraqui, said that Hispanic advocacy groups lobbying for the end of the campaign led to the cancellation of the Taco Bell dog. Mr. Kenny criticized the cancellation.[4]
The dog was featured in a commercial for GEICO in 2002 along with the GEICO gecko. In 2003, the dog played the role of Bruiser's mom in Legally Blonde 2: Red, White and Blonde. The Taco Bell Chihuahua is often cited as one of the causes of a recent upsurge in popularity of the breed.[5]
After being released from mascot duties by Taco Bell, the celebrity dog was featured on an episode of The Tonight Show with Jay Leno, where the dog was allowed its choice of either a Taco Bell Chalupa or some KFC chicken; the dog chose the KFC. Both Taco Bell and KFC are owned by Yum! Brands. [6][7][8]
Taco Bell has a $42 million judgement against it as a result of the campaign. In 1997 two Michigan men pitched the concept to Taco Bell. Taco Bell turned them down but developed the campaign with TBWA. They sued and in 2003 a jury awarded them $30.1 million in compensation[9] plus nearly $12 million in additional interest three months later.[10] Taco Bell in turn sued TBWA saying it should have been aware of the conflicts. In 2009 a three-judge federal appeals panel ruled against Taco Bell.[11]
[edit] See also
[edit] References
- ^ a b "For Whom the Taco Bell Tolls." Snopes
- ^ Stevenson, Mark. Mexico slams Burger King for 'whopper' of insult. Associated Press. 13 April 2009.
- ^ "Taco Bell replaces top executive and Chihuahua, too". CNN. 2000-07-19. http://archives.cnn.com/2000/FOOD/news/07/19/taco.bell.ap/. Retrieved on 2006-10-04.
- ^ Lawson, Tim and Alisa Persons. The Magic Behind the Voices: A Who's Who of Cartoon Voice Actors. "192."
- ^ "The Chihuahua". dog-gonnit.com. 2008. http://dog-gonnit.com/chihuahua/. Retrieved on 2008-02-03.
- ^ "Interview With Settlement Winner Tom Rinks". American Morning (CNN). 2003-06-05. http://edition.cnn.com/TRANSCRIPTS/0306/05/ltm.05.html. Retrieved on 2006-10-04.
- ^ "Another settlement in the talking Chihuahua mascot lawsuit". Woodtv8. 2003-09-11. http://www.woodtv.com/Global/story.asp?S=1439398&nav=0RceHwyi. Retrieved on 2006-10-04.
- ^ "Douglas A. Dozeman - Grand Rapids". Lawyer of the Year 2003. Michigan Lawyers Weekly. http://www.michlaw.com/loty2003/Dozeman.cfm. Retrieved on 2006-10-04.
- ^ "Michigan Creators Awarded $30.1 Million in Lawsuit over Ownership of Taco Bell's Chihuahua.". thefreelibrary.com. 2003-06-04. http://www.thefreelibrary.com/Michigan+Creators+Awarded+$30.1+Million+in+Lawsuit+over+Ownership+of...-a0102768736. Retrieved on 2009-03-15.
- ^ "Taco Bell loses $42 million Chihuahua ruling". The Seattle Times. 2009-01-24. http://seattletimes.nwsource.com/html/nationworld/2008665346_tacobell24.html. Retrieved on 2009-03-15.
- ^ Taco Bell Loses Chihuahua Case--Again Amlaw Daily - January 26, 2009
