Hugh Seville
Flame Artist at RPA
Los Angeles, Estados Unidos
TituloCircle Good! Hexagon Bad!
Agência
Campanha Routine Republic
Anunciante Taco Bell
Marca Taco Bell
Data da primeira Transmissão/Publicação 2015 / 3
Sector Empresarial Restaurantes e comida rápida
Legenda the next generation of breakfast
História Egg McMuffins aren't just mediocre pastries stuffed with microwaved eggs, bright yellow cheese and ham product. They are a form of tyranny.That, at least, is the upshot of "Routine Republic," a riveting and surreal new Taco Bell campaign from Deutsch. A year after the agency cheekily hired a bunch of guys named Ronald McDonald to celebrate the Mexican-themed fast-food chain's first foray into breakfast, the shots at the Golden Arches are barely masked. 
Filosofia In the three-minute centerpiece ad below, McDonald's affable but intrinsically creepy mascot is reimagined as a sunken-eyed Stalinist clown (though perhaps bearing closer resemblance to Mao). He rules over a small army of look-alikes and an oppressed proletariat in a decrepit, cloistered city with a beefy security apparatus. Run-of-the-mill breakfast sandwiches are his preferred method of subjugation.
Taco Bell, meanwhile—aided by "Blitzkrieg Bop," the universal theme song of teenage rebels in the late '70s (so perhaps an appropriate foil for a geopolitically themed bogeyman and/or Bond villain of roughly the same generation)—is the champion of non-conformists, who simply want hexagonal, instead of circular, breakfast foods.
 The spot even delivers the added gut punch of twisting McD's promise of happiness (on which the burger chain's advertising loves to harp) into a nefarious lie—a drab, gray, industrial (read: overprocessed) landscape (because those A.M. Crunch Wraps are surely only made with the freshest of organic, local ingredients). 
Tipo de Mídia Imprensa e publicações
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