Turnstile Song in New Taco Bell Commercial Featuring Tony Hawk

Turnstile, the Baltimore-based hardcore punk outfit, has managed to blend high-energy music with mainstream marketing in their latest collaboration with Taco Bell. Their tracks “SEEIN’ STARS” and “BIRDS” from the album NEVER ENOUGH have been featured in a new Taco Bell commercial starring none other than skateboarding legend Tony Hawk. This commercial not only highlights the appeal of Turnstile’s sound but also underscores the innovative marketing strategies employed by Taco Bell to connect with the younger, alternative crowd through partnerships that resonate with cultural icons like Tony Hawk and rising music artists. The commercial promotes Taco Bell’s Build Your Own Luxe Cravings Box and marks a significant brand collaboration for the band, further establishing their reputation in the music industry.

The advertisement begins with a group of young skateboarders enjoying Taco Bell on a ramp, suddenly witnessing Tony Hawk prepare to descend. As Hawk makes his iconic drop, Turnstile’s music kicks in, encapsulating the vibrancy and rebellious spirit of the scene. The 30-second spot is emblematic of Taco Bell’s cultural positioning strategy, aligning its brand with youthful exuberance and the skateboarding subculture. This partnership with Tony Hawk, a skateboarding pioneer who once used Taco Bell as his sustenance while pursuing his skating dream, forms an authentic narrative that resonates with audiences who have grown up with similar aspirations. Tony Hawk’s Luxe Cravings Box, available for prices between $5 and $9, offers a personal touch with selections directly from Hawk, including a cheese quesadilla and crunchy taco, enhancing consumer engagement through relatable stories and attractive offers.

This collaboration is not Turnstile’s first foray into advertising. They were previously spotlighted in the fast-food chain’s 2022 Nacho Fries campaign with their tracks “Holiday” and “T.L.C. Turnstile Love Connection”, part of Taco Bell’s Feed The Beat program which has bolstered the band’s tours and expanded their musical reach. For Turnstile, involvement in such commercially vibrant projects represents their emergence from the underground punk scene into a more expansive global audience, demonstrating the power of genre-crossing collaborations.

The dual singles “SEEIN’ STARS” and “BIRDS” debuted in April, setting the stage for their latest studio album, NEVER ENOUGH, released under Roadrunner Records. Critics have lauded this project for its daring expansions into new sound territories while retaining their hardcore roots. This album signifies Turnstile’s innovative approach to music, splicing hardcore punk with various other influences, which has won them accolades and broadened their fan base. These songs not only reached new auditory audiences through the ad but also ramped up excitement for their upcoming headline tour across North America starting October and running through December, featuring a dynamic lineup including Amyl and The Sniffers, Blood Orange, and others.

Through this commercial venture with Taco Bell and Tony Hawk, Turnstile continues to amplify its crossover appeal to mainstream and alternative audiences alike. Tony Hawk, with his affinity for Taco Bell during his early skating days, brings a nostalgic yet fresh narrative to the campaign. His account of Taco Bell as his skating sustenance adds an exhilarating personal testimonial quality that complements the youthful vigor and cultural relevance that both Turnstile’s music and Hawk’s legendary skating impart.

The Turnstile and Tony Hawk collaboration through Taco Bell exemplifies how musical and cultural partnerships can create compelling narratives that captivate and expand brand influence. This strategy not only enhances Taco Bell’s brand image but also solidifies Turnstile’s place within broader musical landscapes, marking a pivotal step in their rising career trajectory. As Turnstile prepares for their tour, this commercial and the attention garnered from it place them firmly in the spotlight, promising an intriguing journey ahead for new and established audiences alike.