Leading post-production house Optimus Santa Monica today announced with Draftfcb Orange County the launch of two Taco Bell® spots that will air nationally before, during and after the Super Bowl. The spots – which support Taco Bell’s debut of its new NBA Five Buck Box – feature Basketball Hall-of-Famer and Emmy Award-winning commentator Charles Barkley.
“During the Super Bowl, all eyes are on not only the game but the ads,” said Draftfcb Orange County Executive Creative Director Teddy Brown. “Our mission was to deliver a highly entertaining spot that also included a clear and memorable product offering.”
“Poem,” the first television spot, presents a formal Charles Barkley, who is usually known for his outspoken and assertive demeanor, penning a poem about the new NBA Five Buck Box. The “to be continued” spots – which serve as a teaser for the concluding ads that will air during and after the Super Bowl – were created by Draftfcb Orange County Senior Copywriter Adam Nowak, Copywriter Chris Pouy and Art Director Brian Engleman; produced by Draftfcb Orange County VP and Senior Producer Tom Anderson; directed by Kinka Usher, House of Usher Films; and edited by Optimus Santa Monica Managing Editor Jim Staskauskas.
“What stands out most about the ‘Poem’ spot is that Taco Bell chose to portray a quiet, introspective Charles Barkley,” said Staskauskas. “That really makes the spot. It is fresh, funny and interesting because it cuts against the grain of Barkley’s popular image.”
On Sunday, February 7, during the Super Bowl, “It Rocks” will make its debut with Barkley’s complete musical rhyme and features a special appearance from Los Angeles Lakers forward Lamar Odom. The ad – created by Draftfcb Orange County Executive Creative Director Teddy Brown, Group Creative Director Jeff Maerov, Senior Copywriter Adam Nowak, Copywriter Chris Pouy and Art Director Brian Engleman; produced by Draftfcb Orange County VP and Senior Producer Tom Anderson; directed by Kinka Usher, House of Usher Films; and edited by Optimus Santa Monica Editor Grant MacDowell – will run through March 7.
“The Taco Bell ‘It Rocks’ spot was one of those projects you almost feel guilty getting paid for,” said Optimus Santa Monica Editor Grant MacDowell. “On top of working with a great director and agency, I got as close as I’ll ever get to going one on one with an NBA god. I don’t think I have ever laughed so hard at dailies. I hope some of the outtakes see the light of day.”
To view “Poem,” please visit www.optimus.com/sm and click on “news.”. “It Rocks” will be available for viewing after its Super Bowl debut.
About Optimus and Optimus Santa Monica
Optimus is a leading post-production and production house headquartered in Chicago with an editorial boutique in Santa Monica. Optimus Santa Monica offers award-winning post-production services for clients such as Draftfcb, R&R Partners, McCann Erikson, Ogilvy & Mather, Cramer-Krasselt, Castells & Asociados, Fishtank Brand Advertising, BSSP, and Leo Burnett. For more information, visit www.optimus.com/sm.
About Draftfcb
Draftfcb is the first global, behavior-based, holistic marketing communications organization to operate against a single P&L. In delivering its clients a high Return on IdeasSM, the agency is driven by The 6.5 Seconds That MatterSM, a creative expression recognizing the brief period of time marketers have to capture consumers’ attention and motivate them to act. With nearly 140 years of combined expertise, Draftfcb has roots in both consumer advertising and behavioral, data-driven direct marketing and firmly believes there is no way to separate creativity from accountability. Part of the Interpublic Group of Companies (NYSE:IPG), the Draftfcb network spans 96 countries with more than 9,500 employees. The agency’s corporate leadership team includes Howard Draft, executive chairman; Laurence Boschetto, CEO and president; Jonathan Harries, vice chairman and global chief creative officer; and Neil Miller, chief financial officer. For more information, visit www.draftfcb.com.
