As people, it's human nature to generally stick to a routine they know best. Whether that may be drinking a warm cup of coffee every morning or taking the dog out for a walk, it is how they tackle their daily tasks. One routine that has become highly popular in many Americans lives is stopping by a local fast food restaurant to get some breakfast on the go before starting a long day's work. Being the most popular fast food joint of all time, McDonald's gets the highest portion of costumers coming to their locations, especially for breakfast, putting their competition at a disadvantage. To retaliate against a borderline monopoly such as McDonald's, smaller companies like Taco Bell uses name-calling propaganda to make the viewer feel like they're being controlled into purchasing their food. Because all people want to stand out from the crowd, they react to the evoked dislike for McDonald's by taking their business elsewhere, specifically Taco Bell.

Taco Bell's latest commercial is clearly attacking McDonald's famous 'Egg McMuffin' breakfast item, and even mimicking the popular breakfast food in their knock-off poster. The dictator-like character in the commercial is even painted in clown make-up to represent Ronald McDonald, and used symbolism that makes the viewer believe the customers are being trapped in a situation where they believe Egg McMuffins are all they are offered to eat for breakfast. But, the 'divergent' characters in the Ad realize there's more out there than just the everyday breakfast item, and break free from the creepy clown government. This is significant because it sheds such a negative light on McDonald's, something that doesn't cross the average person's mind. Here in America, everyone is given endless amounts of options and choices every single day, yet millions of Americans decide to eat McDonald's because of its convenience and it's something 'everyone knows about.'

Later on in the commercial, the man and the woman escape the clown controlled land and reach a sunshine-happy city, where people eating different kinds of breakfasts and they all look pleasant while doing so. Obviously, that's supposed to represent Taco Bell, and how they claim to give more options than their competitors. Even while watching the commercial, a long-devoted McDonald's customer might think twice about purchasing again, because Taco Bell's commercial makes it seem like they're being controlled into the idea of purchasing their food, and since America is the land of the free, no one wants to feel like they're being told what to do.

The Ad itself immediately reminds the general public of totalitarian governments and what the United States has been fighting off since World War II  --  dictatorships and communism. When the intended audience first watches the commercial, their mind immediately compares the clown-dictator to a communist government, and how the goal is to control every aspect of their citizen's lives. America has a history of repelling against these natures of communist thinking and immediately associate it with negative emotions. As a result, when a passionate American is the viewer of an Ad like this, it puts them against whatever is being negatively represented, in this case, McDonald's. 

As far as the comparison between how each company's food is presented, once again they put a negative light on McDonald's while Taco Bell makes their breakfast wraps look appealing. With McDonald's breakfast, each person is given the same meal and they wait in a long, structured line to get their food. Towards the end of the commercial when Taco Bell's food is introduced, different kinds of breakfast foods are shown, again making the viewer feel like they have options when they go to Taco Bell. Having variety in their menu isn't Taco Bell's main message in the advertisement, but they know having more options appeals to a larger amount of people. This will only help make their sales more prevalent. There's no long lines to wait in, and the people already eating are patiently waiting for more people to come so they can share their food with the escapees. Almost immediately after watching, the audience may get an unexplainable craving for Taco Bell, even if the person hasn't had it in ages or they don't like Mexican food all that much. Having a visual comparison of a plain McMuffin makes McDonald's food seem boring when it's compared to a spicy, crunchy breakfast wrap. 

Taco Bell, being the only popular Mexican fast food chain, already has an advantage to other restaurants because its food is so different from other drive-thru restaurants. Every other fast food chain, such as Burger King, Wendy's, and of course, McDonald's, serves basically the same style of food  --  burgers, chicken nuggets, and fries. Of course, one might argue that there's some differentiation in the way they prepare their food and quality, but at the end of the day people get tired of eating the same thing. So when the public compares other drive-thru restaurants to Taco Bell, it automatically becomes more appealing because it's something new.

Name-calling propaganda may not be the most honest way of attracting customers to a product, but is one of the most effective methods. With a simple 2-minute video, Taco Bell manages to get the viewer to see McDonald's as an option to put lower on their list. This is all because of the visual elements portrayed in the Ad, making the viewers transfer what they feel about being controlled onto McDonald's. If one things for sure, Taco Bell won this time in the great war between capitalist fast food companies.

