Brett Craig
Chief Creative Officer at Deutsch, Los Angeles
Los Angeles, Estados Unidos
TituloEat only our breakfast
Agência
Campanha Routine Republic
Anunciante Taco Bell
Marca Taco Bell
Data da primeira Transmissão/Publicação
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
Mais Informações
Efeitos especiais
Colorist
Motion Design Director
Director of Integrated Production
Editor
Produtor executivo
Managing Partner
Design Director
Director de arte
Flame Artist
Illustrator
Routine Rules Poster
Director executivo criativo
Senior Copywriter
Group Account Director
Director of Integrated Business Affairs
Senior Business Affairs Manager
CEO North America
President Los Angeles
Director de fotografia
Chief Digital Officer
Realizador
Produtor
Flame Artist
Director criativo
Music Director
Supervisor de conta
Flame Artist
Group Creative Director
VP/Group Creative Director
Chief Creative Officer
Senior Art Director
EP / Producer
Produtor executivo
Flame Artist
VFX Supervisor/Lead Flame Artist
Chefe de produção
Roto
CG Artist
CG Artist
Produtor executivo
Director executivo criativo
Director criativo
Produtor executivo
Brand Experience
Chief Marketing Officer
Brand Creative Director
VP
Director of Advertising
Manager
Food Consultant
Director criativo
Produtor executivo
Produtor
Associate Music Producer
Designer
Director de contas
Executivo de contas
Chief Strategy Officer
Group Planning Director
Group Planning Director
Senior Account Planner
Associate Business Traffic Manager
Senior Broadcast Traffic Manager
Managing Diretor
Partner
Chefe de produção
Assistant Editor
President/Managing Partner
Flame Artist
Flame Artist
Flame Artist
Flame Artist
Flame Artist
Flame Artist
Flame Artist
Flame Artist
Head of 3D
CG Supervisor
CG Artist
CG Artists
CG Artist
CG Artist
CG Artist
CG Tracking
CG Tracking
CG Tracking
Design de imagens
Animação
Design de imagens
Design de imagens
Design de imagens
Chefe de produção
Produtor executivo
Produtor
Produtor executivo
Motion Design
Mixer
Produtor
Agent
Other

People related to this work

Anúncios relacionados

Trending

Create a free Talent profile and become a member of AdForum

Get Started