A World Series game broke out in the middle of a Taco Bell commercial last night. In case you didn’t hear, Jacoby Ellsbury stole a base in the bottom of the fourth last night.

Two innings later, Fox flashed to a conversation the night before between Royce Clayton and Ellsbury where they discussed the promotion. Then to the stolen base. Then to an interview with Chris Myers and Taco Bell COO Rob Savage. All this while the Red Sox were clinging on to their 2-1 lead.

Minutes later, I learned from awful announcing that the 24-year-old Red Sox player already had a new nickname – “Tacoby Shellsbury.”

Minutes later, I kid you not folks, I found "Tacoby Shellsbury" shirts for sale online. And today, I’m sure you’ll likely be able to find the new nickname in the guy’s Wikipedia entry.

By the way, in last night's Game 2, the logo and the phrase "Taco Bell" were on screen for 3 minutes and 15 seconds, according to Eric Wright of Joyce Julius & Associates, a sponsorship research firm. The phrase "Taco Bell" was mentioned 11 times.

The firm says that equaled a value of $4.1 million in equivalent advertising time. Combining that with Game 1 exposure on Fox, Taco Bell has received more than $8 million in equivalent advertising time within the two game broadcasts.

For its part, Taco Bell spokesman Rob Poetsch made it very clear to me that the company did not pay anything for any additional in-game broadcast mentions and that Royce Clayton, who we now know is the dugout Taco Bell talker, also received no compensation from the company. "We're thrilled that Royce loves tacos so much," Poetsch said.