If you’re going to introduce a new breakfast menu to a country used to eating breakfast a certain way, what better spokesman than a guy named Ronald McDonald? In a new campaign for Taco Bell’s breakfast menu, which is launching nationwide, 25 real Ronald McDonald’s were invited to try Taco Bell breakfast—-and they loved it.
The 25 Ronalds in “Wake Up, Live Más” are real people, found by talent agencies that specialize in non-actors for things like reality shows. The agencies combed through social media, including Facebook and LinkedIn, to find our stars. Some of the Ronalds, who’ve been teased about their names their whole lives, thought it was a prank call.
“Wake Up, Live Más” was shot by Oscar-winning documentarian Errol Morris of Moxie Pictures in order to bring a documentary style to the ad and help these non-actors open up on camera.
“The advertising had to have a scale that befitted the challenge of launching an entirely new day-part for Taco Bell. Something that had food and price wasn’t enough,” said Deutsch LA CEO Mike Sheldon. “It had to be something that caused a cultural conversation about what we eat for breakfast.”
Credits
Client Taco Bell Agency Deutsch LA Pete Favat, chief creative officer; Brett Craig, executive creative director; Daniel Chu, experiential executive creative director; Jason Karley, Josh DiMarcantonio, creative directors; Xavier Teo, integrated creative director; Jeremiah Wassom, sr. art director; Armando Samuels, sr. copywriter; Amy Boe, experiential associate creative director; Catharine Ogletree, experiential copywriter; Vic Palumbo, director of integrated production; Paul Roy, executive producer; Alison McMahon, sr. producer; Dave Rocco, music supervisor. Production Moxie Pictures Errol Morris, director, Dariusz Wolski, DP; Robert Fernandez, exec producer; Julie Ahlberg, line producer; Rick Lange, 1st assistant director. Editorial Rock Paper Scissors Grant Surmi, editor; Arielle Zakowski, assistant editor; C.L. Weaver, exec producer; Shada Shariatzadeh, producer. Postproduction a52 Paul Yacono, colorist; Andy Barrios, VFX supervisor; Brendan Crockett, lead Flame artist; Megan Meloth, exec producer; Meredith Cherniack, producer. Music Kusiak Music John Kusiak, composer. Audio Lime Studios Mark Meyuhas, mixer; Matt Miller, assistant; Jessica Locke, producer.
After losing part of his right leg due to cancer, Terry Fox campaigned to raise national awareness and funding for cancer research by running his Marathon of Hope, a cross-Canada 42-km daily run, on his prosthetic leg. Fox, who died in 1981, is a national hero. His image will be on Canada’s new $5 bill.
In this two-minute video titled “Finish It,” the Marathon of Hope is recreated. It’s all done in one take, and it features an actor/marathon runner who uses a prosthesis on the same leg as Fox. CGI was deployed to make him look more like Fox. To further ensure the actor represented Fox accurately, not only did the actor and team watch and study many videos of Terry, but Terry’s brothers, Fred and Darrel, coached the actor on Terry’s running style and mannerisms. They also created a copy of Terry’s prosthesis for the actor to use for the shoot.
The message is clear. As the Marathon of Hope now marks its 45th anniversary, we now have the opportunity to “Finish It” for Fox, raising money and awareness to get a cure for cancer over the finish line, completing the work that Fox started. The public service film starts with Fox on the marathon run, eventually joined by a crowd of other dedicated runners from all walks of life who take over the race.
Mark Zibert directed via production company Scouts Honour for Toronto agency Diamond. The video features a never-before-heard version of the song “Courage” from Canadian band The Tragically Hip.
“We wanted to create a campaign that captures the magnitude of Terry Fox’s legacy while driving meaningful action,” said Peter Ignazi, chief creative officer at Diamond. “By revisiting the Marathon of Hope with such care and reverence, we aimed to reignite Terry’s mission and... Read More
