Doritos go boom on the big screen! Never mind what they do when they land in your belly. As part of an all-out commercial assault for its newest hybrid taco, Taco Bell has created the first 3-D fast-food ad for movie audiences. Launched last week by agency Draftfcb, the spot's three-dimensional wizardry shows a single Cool Ranch Dorito exploding and morphing into a Cool Ranch Doritos Locos Taco. From your seat in the multiplex, you'll feel like you can reach out and grab one of those fatty shards of salt and maltodextrin. And when you leave, you'll be a short skip—somewhere within a five-mile radius—of a local Taco Bell, according to research from the ad seller, NCM Media Networks. It's little surprise that Taco Bell chose the 40-foot screen as a media buy: There are 700 million moviegoers a year at NCM venues like Regal Entertainment, Cinemark and AMC theaters, and one out of three already hit Taco Bell at least once a month. That's a whole lot of hungry 18-year-olds who are unconcerned about their cholesterol levels. Last year's debut of Nacho Cheese Doritos Locos Tacos was the most successful product launch in the chain's history. The sequel was inevitable—or as the ad calls it, the world's most obvious idea. Folks have already been miffed that they couldn't get their hands on a Cool Ranch taco quickly enough, taking to social media to bitch about it. To which Taco Bell says: Keep calm and "Live Más."
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