Hasta La Creative!

Taco Bell is tapping into Cold War-era propaganda imagery along with Orwellian and “Hunger Games” themes to launch Taco Bell’s next big breakfast campaign.

In one of the most unusual breakfast campaigns ever, Taco Bell’s TV campaign breaking March 24 begins with a 60-second highly stylized spot that shows two young people breaking away from an oppressive, dystopian prison-camp-like setting in a world called the “Routine Republic.” There, people eat only small, round breakfast sandwiches. As a young man waits in line to receive his routine breakfast, he pulls a sheet of paper out of his pocket that has a hexagon shape on it — a reference to the chain’s A.M. Crunchwrap — and the word “defect.”

He and a young woman, run away, but guards in Soviet-era military garb and a dictator in grim face paint eerily reminiscent of Ronald McDonald try to stop them. As they run, Ramones’ “Blitzkrieg Bop” plays. The duo becomes known as “breakfast defectors.” (Look for other subtle McDonald’s references in the film, including McDonaldland-style burgers and ball pits.)

Continue reading at AdAge.com