I found this Taco Bell ad surprisingly rich in meaning.
It of course takes a major swipe at competitor McDonald's, thinly veiled to be represented as a dictatorial, clown-themed government that thrives on drab repetition, lack of alternatives, and suppression of dissent. The references to a McDonald's playplace (slides, plastic ball pit) are clever, and one could even see in this ad a boldly revolutionary streak -- with tinges of Occupy and social upheaval -- were it not for the fact that the revolutionaries simply ultimately trade one multinational corporation for... a different one. Their "escape" through a hole in the wall to a more naturalistic, freer society (notice the timing of the Taco Bell bell sound when they see their hilltop utopia?) is at root a settling for a lesser of evils, because all that is really different between the two fast food giants is their theme and food (classic Americana vs. fake Mexican-American), but Taco Bell and McDonald's are arguably interchangeable. In a way this is a very dark short film, in which two brave people break from the herd, only to escape to a slightly less shittier reality. And while we hope their example will inspire more mass detractors, we don't know that, because the ad ends on a note of hope, not reality.
What would be truly hopeful is for the detractors to escape the corporatocracy altogether, but -- and maybe this ad gets points for this -- this is not possible, and at least the ad is honest. A Taco Bell CEO is interchangeable with a McDonald's CEO just as a lowly employee is interchangeable to work at either place. What this ad shows is that, even if we reject that governmental globalism is best described as a corporatocracy, it's hard to deny that most cultures on earth right now are defined and run by corporations*. So this ad gets it right in that humans cannot escape from a corporation-defined culture, although they can choose slightly less crappy places to eat food. Yet what would be a dark but truthful twist would be a response ad from McDonald's showing people escaping from the tyranny of a Taco Bell culture to a McDonald's utopia. Which would show that competition lies at the root of our culture, not mutual aid, collaboration, and cooperation. Doesn't Primus have a song about a person (probably based in reality; when I spoke with Les Claypool he explained how many of his song-characters have a basis in real people he's met) who buys fast food at one place and eats it at another? Is this not the perfect example of the culture we live in and what this ad is actually portraying? The ad company could've easily made an ad for McDonald's if McD's paid more -- I highly doubt loyalty or ethics has anything to do with it. The higher bidder does.
If the dinosaurs once "ruled" the earth, it can be fairly cogently argued that corporations are ruling it right now (but have not always, nor will they always). Deutsch, the ad company behind the Taco Bell ad, have made an interesting little film in itself. But still they know who signs their paychecks, and even they cannot break free of the tractor beam of a corporate culture (and perhaps have no desire to -- as in the ad, the two detractors say the others are coming, but maybe they're not).
What makes me sad is that many a bumpkin will be impressed/convinced by this ad to start viewing Taco Bell as a fast food breakfast provider. In other words, they'll get the ad on its most basic, banal level, without understanding its grimmer, deeper meaning about the ubiquitous of the corporatocracy.
Personally, I find one of the worst things about fast food the fact that none of them really appeal to me for breakfast food, with the exception of those places who don't delineate a breakfast vs lunch/dinner menu, ie you can get whatever's on the menu, whenever. But starting your day with a fast food meal is depressing, although, yes, it's better than starvation, I suppose. What I would love is for people to put down Fifty Shades of Whatever and pick up a Zizek book -- yes, difficult to read, but more rewarding. Or for a real rebellion to take place in which, rather than choosing between the lesser of evils (like voting), detractors break free of the corporatocracy in general on a mass scale. We deserve better than choosing between food shapes or answering the loaded question of Which shape is better?
Because the answer is: they both suck.
* case in point: the well-known example of how many American children -- let alone adults -- cannot identify a tree by its leaves, but can readily identify corporate symbols, logos, and mascots