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In September 1997, Taco Bell used the dog in one advertisement in the Northeastern United States. The positive response to the dog led to the company using it in advertisements across the United States.
The dog (sometimes depicted as a Mexican revolutionary wearing a beret or as a bandito wearing a sombrero) was made to speak through special effects. His advertising catch-phrase was "¡Yo quiero Taco Bell!" ("I want Taco Bell!" or "I love Taco Bell!"). The voiceover work for these commercials was provided by voice actor Carlos Alazraqui.
The figure grew popular, so much so that toy figures of the dog were produced, and "Yo quiero (X)" became a recognized piece of pop culture. The dog also started two other catch phrases, "Drop the chalupa!" which briefly became an oft-quoted phrase on SportsCenter, and "Viva Gorditas!," meaning "Long live Gorditas!" In a noted crossover with the 1998 Godzilla film, the dog famously...