Taco Bell Chihuahua—the real story

The Taco Bell Chihuahua went from starring in everyone’s favorite commercials, to becoming an American icon of the 1990’s, to sudden unemployment with internet rumors of her untimely death.

The little brown Chihuahua-with-attitude named Gidget made “Yo Quiero Taco Bell” a familiar phrase across the land. Some people thought she was a boy dog, but actually a male voice was dubbed. [cough]

The commercials were amusing and charming. In one she chided an expensive restaurant for not having a Taco Bell value menu. In another she was trying to lure Godzilla into a box using tacos. In another, wearing a little beret, she shouted, “Viva Gorditas” as the crowd cheered.

Gidget’s image spread to bobble head dogs, posters, and T-shirts, as she became an important figure in American pop culture.

The commercials ran from 1997 to 2000; then suddenly in the middle of her popularity, she was gone from the airwaves. Rumors flew that she had died or gone into rehab for a cocaine addiction and dissolute living. Another rumor was that she offended Mexican activists. (I’m not even going there.)

However, nothing had happened to her and even if it had, animals are easily replaceable in TV and films. Several look-alike understudies could have stepped in.

We all noticed when Darren on “Bewitched” and Roseanne’s daughter were suddenly replaced by different humans. But few noticed when Eddie on “Frazier” was replaced by a younger Jack Russell. And don’t even get me started on the generations of male dogs playing Lassie since the 1940’s.

According to the Taco Bell corporation, as cute and popular as she was, the little dog wasn’t selling tacos so they bounced her as a spokesdog—a corporate decision.

However it seems there was more to it than that…

A lawsuit, filed in 1998 by Joseph Shields and Thomas Rinks, charged the Taco Bell corporation with failing to pay for use of a Chihuahua character they created. They claimed that Taco Bell had failed to pay on a contract after they worked with the chain for a year to develop the talking Chihuahua.

And a jury agreed with them. In 2002, a federal jury awarded Shields and Rinks more than $30 million.

(Bad, Taco Bell! Bad!)

Gidget still got work after the Taco Bell gig (like dogs care about that). She appeared in a Geico commercial seeking employment (but the talking gecko got the part) and she played Bruiser’s mother in Legally Blonde 2.

Even though it’s been years since her stardom, Gidget still has a lot of fans. I have a T-shirt that has an outsize picture of her face on the front with “Here, lizard, lizard, lizard.” And on the back she has a small box to catch Godzilla, “I think I need a bigger box.”

Whenever I wear it I hear people laughing behind my back.

At least I think that’s what they’re laughing about.

Comments

[jackie]

i need a bigger box...........................
words you will never hear paris,linsey,nicole, or britney say..

[ed]

i stopped eating tacos when the dog stopped selling them. bad move to get rid of the dog.

[Diamond Emerald-Eyes]

The talking lizard has YET to sell me insurance....

[gus and louie]

That is a great story. We always wondered what happen to that little guy.. Thanks for sharing..

Big Sloppy Kisses
Gus and Louie

[Chandira]

(Jackie, lol)

Aww! I guess she was before my time, I moved here in 2000, probably after Gidget disappeared. Now all I get to do is think outside the bun. Not that I eat Taco Bells. I prefer Taco Time. They do a great veggie taco! Mm..

I love chihuahuas.. who could not love her with that face?

[FrogDogz]

I just always assumed the poor thing died of clogged arteries (or accidentally fell into the Gordita mix).

[Chrissy]

I always wondered what happened to that dog!

Oh, I thought you'd be interested in this. A friend of mine has the oddest looking dog. It's really tiny and looks kind of mangy. I asked what breed it was and my friend said that it's a German Shepherd/Chihuahua!!! I was stunned! Is that even possible??? My friend said that the German Shepherd was sleeping and the Chihuahua came up and mounted her. I don't know if my friend was pulling my leg or not. What do you think?

[cube]

The sex of Hollywood dogs is a mystery to the public. You can never tell. I learned my lesson with Lassie (yes, I'm that old), and then I learned a different lesson with Flipper ;-)

[Denny]

Funny and interesting! Good story, Jan!

[Happy]

That's an interesting read. Bad bad Taco Bell!

[saintlover]

I cant believe it has been that long since those commercials were aired! OMG it seems like last week that I saw them... you just aged me baby... ahhhhhh

It was a rather nice walk down memory lane though...

[cube]

Yo quiero chihuahuas.

[Ellen]

This is so weird. We were just wondering about whatever happened to the Taco Bell chihuahua this morning.

[pam]

The Taco Bell chihuahua will always live on in my heart. And whenever Godzilla is mentioned, we still yell, "Heeeer leezard, leezard, leezard ..."

[Tracey]

Legally Blonde 2 was just on tv here last night...I never would have guessed at the origin of Bruiser's mum without you. Great tale of an animal celebrity and the fickle world of brand sponsorship.

[Matt]

Great story. I loved that dog. I totally remember the lizard commercial.

[Lynn Sinclair]

$30,000,000. I hope Gidget got her fair share. I can't believe the commercials only ran for 3 years.

[rosemary]

I have two full sets of the stuffed dogs from those commercials.....I love them and they still "talk."

[Coll]

I so loved this little dog and am quite happy to hear that she is still doing well.