Cobra Kai's Xolo Maridueña Stars in Taco Bell's New Campaign from Deutsch

Taco Bell tapped "Cobra Kai" star Xolo Maridueña to take part in its latest commercial.

Helmed by agency Deutsch, the campaign hopes to convert "Trachickenalists," or those who eat chicken the same way over and over again, to order from Taco Bell's Cantina Chicken Menu to make their chicken meals more interesting. 

"Bridging the Chicken Divide" is marked by a 30-second spot that sees Trachickenalists get defensive over how chicken should be enjoyed and eaten. 

However, Maridueña hopes to show that chicken with bold flavors, such as Taco Bell's offering, can bring the family together — whether they're Trachickenalists or not. 

Deutsch Associate Creative Director Caroline Johnson expounded on the idea behind the campaign as it approaches chicken "in a whole new way:" 

This isn't the first time Taco Bell partnered with Maridueña. In June, he starred in a campaign inspiring Latinos to indulge their cravings for chicken during the day.

@xolo_mariduena Good thing I've been practicing all these moves to fight off all these "rules" #tacobellpartner♬ original sound - Xolo Mariduena

Deutsch Associate Creative Director Derek Smith praised Xolo for his latest participation, believing he "was the perfect representation of a new generation of chicken eaters."

Smith added that the actor has an old soul that makes customers immediately trust what he has to say, all whilst having a youthful charisma that gets "even the most stubborn TRACHICKENALIST to embrace a new way of eating chicken."

Deutsch and Taco Bell's wacky yet widely inventive approach to selling their offering is an effective brand marketing strategy, questioning the typical ways chicken should be enjoyed. 

Not only that, it offers consumers a new perspective on chicken, and how sometimes, its bold flavors can speak for itself. 

Converting 'Trachickenalists'

The 30-second spot opens at the dinner table as a young woman bites into her Taco Bell Cantina Chicken.

Surrounded by Trachickenalists, she then gets questioned over how she enjoys her meal, with some suggesting to eat the wrap with mayo instead of her Avocado Verde Salsa.  

Meanwhile, one critiques the wrap for its lack of pickles, even if the woman eating prefers her wrap without them. 

As the room erupts in argument, Xolo talks to the viewers and explains what a Trachickenalist (chicken traditionalist) is, and how they're in every family.

"Sometimes common ground is just one bite away," the Cobra Kai star says as the woman convinces her dad to try the wrap himself. 

The spot ends with a call for viewers to download the app and join rewards to claim a free Cantina Crispy Chicken Taco. 

Previously, Taco Bell launched a campaign made for those old at heart to spend a weekend doing retirement activities. 

Editing by Katherine 'Makkie' Maclang