Oct 22

Deutsch LA Introduces ‘Randomly Chosen One’ for Taco Bell

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Deutsch LA introduces Taco Bell to Destiny in a new ad promoting the chain’s PS4 Destiny bundle sweepstakes with its Quesarito Big Box.

In the spot, a small guy enjoying a Quesarito Big Box is thrown into the world of Destiny, where a commanding officer refers to him as “The Chosen One” and expect him to lead the vanguard. “I’m from New Jersey, I don’t know what he’s talking about,” the guy says after explaining (in a perhaps too obvious line) that he won bought a Quesarito Big Box and won a PS4. “The Chosen One” manages a blunder near the end of the spot that may make his leader second guess his notions that he’ll lead them to victory, leading into an explanation of the promotion, which runs until November 19th. The spot makes sure to mention that there’s “a winner about every 15 minutes,” a claim that may sound pretty convincing to young viewers with a hankering for some Taco Bell and PS4. (more…)

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Aug 01

Deutsch LA Brings Back Ronald McDonalds for Taco Bell

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Back in March, Deutsch LA used endorsements from real life Ronald McDonalds to help introduce Taco Bell’s new breakfast menu. Now, the agency has brought back the idea (which was actually recycled, intentionally or not, from an old Jack In The Box campaign), with their latest spot, “Ronalds.”

The 30-second spot features guys named Ronald McDonald sitting around a table and talking about Taco Bell’s breakfast burrito. In what amounts to yet another shot at McDonald’s (which seems to form the crux of Taco Bell’s recent strategy), a moderator asks, “Would you get a burrito from a burger place?” To which one of the Ronalds replies, “You don’t go to a sushi bar and order spaghetti.” That you could easily follow up the question with “Would you get breakfast from a taco place?” makes this seem like a bit of a misstep.

The Ronald McDonalds idea, which seemed stretched thin by the end of the last 30-second spot, now seems even more tired. It feels like it’s time for Deutsch LA to go back to the drawing board and put this idea to rest for good. Credits after the jump. (more…)

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Mar 28

Deutsch L.A., Ronald McDonald Love Taco Bell Breakfast

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Deutsch L.A. teamed up with production company Moxie Pictures for a new broadcast campaign promoting Taco Bell’s new breakfast menu, coming on the heels of the brand’s digital campaign from Digitas.

Directed by Errol Morris, with editing from Rock Paper Scissors, the spots collect a group of individuals all named Ronald McDonald to share their thoughts on the new Taco Bell breakfast items. The Ronald McDonalds saying they love Taco Bell approach is used across the three spots in the campaign, and necessitates a “These Ronald McDonalds are not affiliated with McDonald’s corporation and were individually selected as paid endorsers of Taco Bell Breakfast, but man, they sure did love it.” disclaimer. That’s pretty much the entire campaign, the Ronald McDonald idea, but it’s a clever one and doesn’t feel especially stretched over the course of the three 30-second spots. It probably doesn’t have all that much more life in it, though, so hopefully it’s just Deutsch’s launch idea. Stick around for the “Waffle Taco” spot and credits after the jump. continued…

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Apr 16

And Now, a First Kiss That Smells Like Doritos from Taco Bell

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We all remember our awkward first kiss stories, full of nervousness and rapid heartbeats. Based on “First Kiss,” the new 30-second ad in the Taco Bell Live Mas campaign that came through the tips line, we can now add sticky fingers and spicy breath to the list of uncomfortable descriptors.

Mixing Doritos Locos Tacos and kisses may not seem like the best idea, but this spot might strike the right cord for those who value some teenage sentimentality and John Hughes movies. Associating Taco Bell with cuteness is a tough trick to pull off, you know, with the greasy smells and penchant for attracting drunk college guys as a significant customer base, but Deutsch LA and director Zach Math found a way to pull it off. Taco Bell seems to have tapped the right nerve with Doritos Locos Tacos: the product helped create 15,000 new jobs. Maybe the company can use the profits to provide complimentary mouthwash with any purchase, so young lovers who want to make out in Taco Bell parking lots can have pleasant memories.

Credits after the jump.

continued…

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