Remember how Taco Bell airlifted 10,000 Doritos Locos tacos to Bethel, Alaska after a cruel hoax promised that a location was opening up there (it wasn't)?

With a little help from its ad agency Draftfcb, the company managed to supply Bethel with 950 pounds of seasoned beef, 500 pounds of sour cream, 300 pounds of tomatoes, 300 pounds of lettuce, 150 pounds of cheddar cheese, and 10,000 Doritos Locos Tacos shells.

Now, the company has made a couple of feel-good spots about the bad news turned good news. Smart PR move.

Watch #OperationAlaska below: