Taco Bell has launched a new advert for their breakfast menu where they appear to compare competitors McDonalds to a communist dictatorship . The fast food restaurant launched its new 'biscuit taco ' this week in a bid to build on its breakfast business , which started one year ago . But in their new ad campaign , they once again go after dominant morning player McDonalds by depicting a brainwashed society , where miserable people eat the same Egg McMuffin-type sandwich . The new advert for Taco Bell 's 'biscuit taco ' shows a man waking up to be told by his TV that 'Happiness is the same breakfast ' The two and a half minute TV ad then shows people lining up behind each other while waiting to be given breakfast . When they get to the front of the queue , they are then given Egg McMuffin-type sandwiches , while looking bored and miserable . The two and a half minute TV ad shows a man waking up and being told repeatedly that 'Happiness is the same breakfast ' . It then shows him lining up with other people and as they get to the front of the line , they are handed a muffin-type sandwich . The ad then cuts to a shot of a dictator dressed in similar clothes to Ronald McDonald , with his men also wearing similar clown make-up . However , the man featured at the start of the ad then decides to break away from the line along with a woman and they then escape . The ad also features a dictator-type character , whose make-up and clothes seem to resemble Ronald McDoanld . The new ad is similar to a campaign last year that featured real-life people named Ronald McDonald professing their love for Taco Bell offerings . After running through the streets , they climb through a hole in the wall and reach a castle , where they are given a biscuit taco . The ad then finishes with the website breakfastdefectors.com flashing up on the screen . Even though McDonalds is not mentioned explicitly , it is clear which company they are poking fun at . In addition Taco Bell is running a poster campaign in New York and Los Angeles , with one featuring a demonic looking clown holding what looks like an Egg McMuffin with the words 'Routine Rules ' A man and a woman in the queue then decide to break free and run to the edge of the city where they climb through a hole in the wall . The ad then finishes with the couple being handed a biscuit taco with the website breakfastdefectors.com flashing up on the screen . One of the new posters , which are being put up across New York and Los Angeles promoting Taco Bell . It is a continuation of an ad campaign last year that featured real-life people named Ronald McDonald professing their love for Taco Bell offerings . This prompted McDonalds to tweet a picture of Ronald McDonald kneeling down to pet a frail Chihuahua , which was once the mascot for Taco Bell . The launch of the Taco Bell breakfast menu has helped to drive up sales at the chain , with CEO Brian Niccol saying breakfast has been holding steady at six per cent of sales . It is not clear what impact this is having on McDonald 's Corp , which has been struggling to hold on to customers amid intensifying competition . But others have also been pushing into the breakfast category more aggressively , including Starbucks , which revamped its sandwiches last year .
The new TV advert aims to build on Taco Bell 's new breakfast menu items . It features a young woman who is seen eating the chain's signature Crunchwrap, which has been replaced by an egg and cheese omelet with bacon strips in place of buns. The ad features a dictator-type character who resembles Ronald McDonald .