How Taco Bell made the 'quesalupa' a snapshot of America right now

Taco Bell, the chain behind such Frankenfood menu items as the Dorito-shelled taco and the Quesarito, is at it again.

Amidst a hodgepodge mess of pop culture references and celebrities, the fast food giant unveiled its new "Quesalupa" -- a cheesy mash-up of the chalupa and a quesadilla -- during its Super Bowl commercial on Sunday. 

The goal of the spot, according to Deutsch LA's creative director Brett Craig, was to position the cheesy creation as a cultural phenomenon right out of the gate.

"We want it to be like a time capsule of now," Craig said. "We're referencing everything in culture that is big in the conversation and we know that changes daily."

Taco Bell teased the launch in the month leading up to the ad with a redacted press release and a video teaser with Harden that hinted at a "top-secret" product. But speculation sparked by the fact that Taco Bell was apparently testing the Quesalupa in Canada correctly guessed its identity ahead of time.

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