In recent years, the trend of “almost-cursing” in advertising has emerged, with brands using clever wordplay “I ship my pants” and code to flirt with profanity without crossing any offensive lines. Taco Bell U.K. is the latest brand to embrace this edgy approach with its playful “See You Next Tuesday” campaign, which creatively alludes to a well-known curse word, while offering a playful twist to Taco Tuesday.
Developed in collaboration with agency The Or, the out-of-home and social campaign features bold billboards in cities like London, Leeds, Edinburgh, and Birmingham. The headline, “See you next Tuesday,” may seem innocuous to some, but savvy viewers will recognize that it’s a coded reference to a certain offensive slur—C(See) U(You) Next Tuesday.
The central message of the campaign revolves around the notion that everyone deserves a moment of happiness and escapism, and Taco Bell U.K. aims to provide that through its affordable and delectable £2 taco and drink offer.
To add an extra layer of humor and context, the brand further explains the headline with two interpretations in the ad copy:
- A discreet method of delivering an offensive slur.
- A polite invitation to Taco Tuesday for a £2 taco and drink.
The campaign takes a risk by leveraging the controversial phrase while maintaining a playful and cheeky spirit. Taco Bell U.K. seeks to tap into British humor, as the executive creative director at The Or, Dan Morris, believes that this bold approach may even shift the phrase’s connotation in the minds of Brits. He suggests that “See You Next Tuesday” could come to signify the uplifting experience that bargain tacos offer, rather than its traditional, more offensive meaning.
REELated:
Lucy Dee, the head of marketing at Taco Bell U.K., emphasizes that the campaign is all about bringing joy and excitement to consumers’ lives. In today’s challenging times, life’s unpredictability can feel like a series of curveballs, making it essential to have something to look forward to—like a delicious Taco Tuesday treat.
By embracing this daring and witty advertising tactic, Taco Bell U.K. hopes to create a memorable and unmissable weekly tradition for consumers—a landmark moment of indulgence and delight amidst the daily grind.
As the “See You Next Tuesday” campaign rolls out across cities and social media platforms, it will undoubtedly spark conversations and reactions, further cementing Taco Bell U.K.’s position as a brand willing to take creative risks.
Whether this phrase will become a pop culture reference for bargain tacos or retain its original meaning, the campaign undoubtedly shows the power of humor and wordplay in cutting through the noise and leaving a lasting impact on consumers.
