In 2014, future basketball all-star Nikola Jokic was drafted into the NBA. But no one watching the draft would know, because when his name was called, ESPN cut away to Taco Bell’s new Quesarito commercial. The moment was immediately cemented into the NBA history books and ignited an 11-year beef between man and brand. Over a decade later when Taco Bell brought the Quesarito back to their menu, they launched the product with a long overdue apology and plea for forgiveness. To reach this notoriously elusive, media-shy celebrity, a campaign-for-one was executed in precisely chosen locations unique to Jokic: billboards in his home city, an arena takeover at a home game, partnering with his basketball team, and a campaign across various media in the NBA space, all with the same message — “Give the Quesarito a chance.” The fans took the message into their own hands and ran with it, reigniting a long-simmering feud and stoking it into a full-blown viral hit featuring unplanned locker room pranks, knockoff Taco Bell shirts selling online, and one stoic 6’7” NBA star finally — begrudgingly — giving the Quesarito a chance.