There’s no need to wait until Super Bowl Sunday to join 87 year-old Bernie Goldblatt and friends on an epic nighttime adventure as Taco Bell๏ฟฝ has released its full 60-second Super Bowl commercial on the brand’s YouTube channel (www.youtube.com/tacobell). The brand commercial, “Viva Young,” will air towards the end of the second quarter of the game on Feb. 3, 2013, on the CBS Television Network. The spot will be bookended by a pre-game ad launching the new Cantina Bell๏ฟฝ Steak Burrito and a Facebook offer for a free churro with any purchase on Feb. 4, LIVE M๏ฟฝS๏ฟฝ Monday.
In the brand’s first Super Bowl spot since 2010, created by Deutsch LA and directed by Noam Murro of Biscuit Filmworks, Goldblatt and friends will take viewers on an unforgettable journey after “escaping” from their retirement home. The night starts off with a dip in someone else’s swimming pool and then includes stops at a dance club and tattoo parlor before heading to a Taco Bell for Fourthmeal. They arrive back at the retirement home, unnoticed of course, right as the sun is rising with “new friends” and many memories. The commercial will be set to the music of Taco Bell๏ฟฝ Feed the Beat๏ฟฝ artist and six-time GRAMMY๏ฟฝ Award nominee fun.’s “We Are Young,” which will be sung in Spanish.
“By releasing “Viva Young” online before the Super Bowl, we’re rewarding our biggest fans and bringing them inside the brand,” said Brian Niccol, chief marketing & innovation officer, Taco Bell Corp. “We want to share the spot with our Team Members, franchisees and online fans first so they’re in the know before Super Bowl Sunday, so we can engage with them in social and digital spaces.”
“There’s a common misconception that to appeal to Millennials you have to show Millennials. The reality is to appeal to them you simply need to entertain and engage them. And that’s what this entire integrated effort does,” said Mike Sheldon, CEO of Deutsch LA who added, “We’ve all had an epic night out on the town followed by a trip to Taco Bell. ‘Viva Young’ is a surprising and fresh way to remind people of that.”
In addition to “Viva Young,” Taco Bell will also have a 30-second ad supporting a new Steak Burrito on the chef-inspired Cantina Bell menu. The spot, entitled “Grande Papi,” will be set to the 1994 hit song entitled “Big Poppa,” and as a reflection of Taco Bell’s Mexican-inspired heritage, will also be sung in Spanish. In the commercial, a young father leaves his home with his infant child in his front baby carrier, headed to Taco Bell to purchase the new Cantina Bell๏ฟฝ Steak Burrito, getting favorable looks and smiles from female passersby.
As an added benefit, the “Viva Young” spot will direct consumers to the brand’s Facebook page to learn more about “LIVE M๏ฟฝS๏ฟฝ Monday,” a post-game giveaway for a free churro with any purchase during regular store hours on Monday, Feb. 4. Limit one per person per coupon while supplies last at participating locations.
On Jan. 18, Taco Bell released the prequel to “Viva Young,” an online teaser entitled “Grandpa Goes Wild.” The teaser first introduced Goldblatt, and showed him sneaking his suped-up motorized scooter into a football stadium to let loose, do some tricks like making “donuts” on the field, knocking over water coolers, yardage signs and a tackling dummy, all while escaping from security. The teaser has received more than 350,000 views and has gone viral.
The Super Bowl XLVII spot is being created by Deutsch LA, which has recently joined Taco Bell’s agency roster along with lead agency Draftfcb.
DGA Feature Nominees: Audiard, Baker, Berger, Corbet and Mangold
The field of feature nominees for the Directors Guild of America (DGA) Awards spanning two categories is set. Nominated for the DGA honor for Outstanding Directorial Achievement in Theatrical Feature Film for 2024 are: Jacques Audiard for Emilia Pรฉrez, Sean Baker for Anora, Edward Berger for Conclave, Brady Corbet for The Brutalist, and James Mangold for A Complete Unknown.
The DGA also revealed the nominees for the Michael Apted Award for Outstanding Directorial Achievement in First-Time Theatrical Feature Film. The first-time narrative feature directors are: Payal Kapadia for All We Imagine as Light, Megan Park for My Old Ass, RaMell Ross for Nickel Boys, Halfdan Ullman Tondel for Armand, and Sean Wang for Diddy.
โ2024 has been a truly extraordinary year for storytelling--and todayโs nominees have created audacious and unique films that expand the possibilities of cinematic excellence,โ said DGA president Lesli Linka Glatter. โI am thrilled to congratulate all our nominated directors for their brilliant work, which is visionary, inspirational and speaks to the depth of the human experience. To be chosen by oneโs peers is the true marker of outstanding directorial achievement and what makes these nominations so very special.โ
The winners will be announced at the 77th Annual DGA Awards on Saturday, February 8.
Hereโs a fuller rundown of the nominees in both DGA Award categories:
THEATRICAL FEATURE FILM
Outstanding Directorial Achievement in Theatrical Feature Film for 2024 (in alphabetical order):
JACQUES AUDIARD
Emilia Pรฉrez
(Netflix)
SEAN... Read More