Initially your intuition and the years of learning that fast food is pretty much bad for you. Yes, Taco Bell has healthier menu options, like all the fast food chains do now, but still, how much healthier are they really? In this article from one of my favorite recipe websites, where the recipes from Cooking Light are housed, they discuss the healthfulness of the items on Taco Bell's Fresco menu and sum up that a consistent diet from them will probably leave you lacking calcium and fiber. Plus all of these items are high in sodium like much processed food, and while that's not necessarily going to keep you from slimming down, it may push your blood pressure up.
My bigger issue with spot is it's tone though. Whether Taco Bell's Fresco menu or not doesn't make a shred of difference in when the creative's bad. The commercial doesn't even seem to take itself seriously. It has a cheesy, goofy, infomercial style which I'm sure was intentional, they even have an infomercial for it. It makes it a little hard to tell if Taco Bell is really pushing this as a diet. Of course they have disclaimers like crazy about how Christine's story is not typical, but the treatment in the ad seems to walk that fine line where most people laugh it off as stupid, while a few gullible others think this might actually work. The issue I see here is Taco Bell has managed to partially lump it's brand in with the questionable diet pill companies of the world. Maybe that's a bit of a stretch, but I see this ad targeting the same kind of customers, especially when they're even marketing it as a Drive-thru diet—no exercise necessary. Sound familiar?
What do you think?