Taco Bell used a press release with the key words redacted to announce its plan to introduce a new product in a 30-second advertisement during Super Bowl 50.
The fast-food giant says the clip will unveil "one of its biggest product launches to date."
In the release, sent Thursday, the Mexican-inspired restaurant chain announced its plan to return to the Super Bowl for the first time since 2013, with an ad to air during the first quarter.
See photos of some of Taco Bell's inventions:
The price of a 30-second Super Bowl ad slot this year has soared 11% from last year to $5 million. This year's big game will be broadcast on CBS on February 7.
Taco Bell's redacted press release says:
"This is the first time in ... history that a ... and ... are coming together — and it's happening on ... . For those who can't wait until ... to try the ... Taco Bell is inviting fans to join in the excitement by ... the ... on Ta.co starting February ... . To the delight of ...-lovers everywhere, ... will be available February ... days ... its ... ."
It's fun to play fill in the blanks with this.
Taco Bell's chief concept and brand officer, Chris Brandt, said: "We aren't revealing details of our spot until the big game, but we will have ways for our fans to engage with us in the weeks leading up to Super Bowl 50. This build up will pay off with one of the most exciting announcements from the Taco Bell brand to date."
See below for the full statement:
By othermore on Flickr