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� 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� Steak Burrito and a Facebook offer for a free churro with any purchase on Feb. 4, LIVE M�S� 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� Feed the Beat� artist and six-time GRAMMY� 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� 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�S� 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.
Ben Edwards and Guy Hobbs Set To Return To FCB London As Exec Creative Directors
Multi-award-winning senior creatives Ben Edwards and Guy Hobbs are rejoining FCB London as executive creative directors. They will assume their appointments in February 2025. The duo will report into chief creative officer Owen Lee, and partner closely with ECD Kyle Harman-Turner. Edwards and Hobbs will work across the entire portfolio of the agency’s client roster including Skoda, Andrex, Intuit Quickbooks, and new client, global confectionery brand Perfetti Van Melle for which FCB London has just been awarded lead agency for creative and strategic responsibilities for a portfolio of its gum brands. The appointment of Edwards and Hobbs follows a remarkable year for FCB London which has secured a raft of new business wins not only for Perfetti Van Melle but also Kellanova’s advantage brands including Pringles--as well as launching a number of celebrated campaigns including “Get Comfortable” for Kimberly-Clark’s Andrex. The creative duo join from Wonderhood Studios where they have been ECDs for nearly three years working with Three, Coral, and premium car brand Ineos Grenadier, among others. Prior to this they had a three-year stint at BBH firstly as sr. creatives, then associate creative directors, working across brands such as Tesco, Samsung, and Barclays. Edwards and Hobbs first teamed up eight years ago while at FCB London. During their time, they produced an array of award-winning work, including the acclaimed “This Girl Can” campaign for Sport England and “Pay it Forward” for The Big Issue, which won a host of awards including a Grand Prix at Eurobest; Gold, Silver, and Bronze Awards at Cannes Lions; and a Gold Pencil at The One Show. FCB London CCO Lee said, “Everybody loves a boomerang. We’ve been wanting to tempt Ben... Read More