In 2014, Nikola Jokić was drafted into the NBA but when his name was called, ESPN cut away to a Taco Bell Quesarito commercial. The moment became basketball lore, launching an 11-year "beef" between Jokić and Taco Bell that fans never stopped talking about. When the Quesarito returned in 2025, Taco Bell invited basketball fans to help convince the brand’s "last hater" to finally give them a chance. Through arena takeovers, team partnerships, creator content, stunts, and fan activations, supporters became the campaign's loudest advocates, bringing the message directly to Jokić. Jokić's genuine reactions and refusal to play the role of a conventional celebrity ambassador made every chapter feel unscripted, giving fans a reason to stay invested until the story finally concluded with him finally trying the Quesarito.