Titulo | Happiness is the same breakfast |
Agência | Deutsch |
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 |
Mais Informações | routinerepublic.com |
Efeitos especiais | A52 Visual Effects |
Colorist | Paul Yacono |
Motion Design Director | Jason Porter |
Director of Integrated Production | Vic Palumbo |
Editor | Jim Haygood |
Produtor executivo | Marc Marrie |
Managing Partner | Marc Marrie |
Design Director | Nathan Iverson |
Director de arte | Earl Burnley |
Flame Artist | Hugh Seville |
Illustrator | Paul Rogers |
Routine Rules Poster | Paul Rogers |
Director executivo criativo | Brett Craig |
Senior Copywriter | Chris Pouy |
Group Account Director | Walter Smith |
Director of Integrated Business Affairs | Abilino Guillermo |
Senior Business Affairs Manager | Ken Rongey |
CEO North America | Mike Sheldon |
President Los Angeles | Kim Getty |
Director de fotografia | Germain McMicking |
Chief Digital Officer | Winston Binch |
Realizador | Michael Spiccia |
Produtor | Matt Johnson |
Flame Artist | Jesse Monsour |
Director criativo | Scott Clark |
Music Director | Dave Rocco |
Supervisor de conta | Krista Slocum |
Flame Artist | Christel Hazard |
Group Creative Director | Tom Pettus |
VP/Group Creative Director | Tom Pettus |
Chief Creative Officer | Pete Favat |
Senior Art Director | Jeremiah Wassom |
EP / Producer | Ben Scandrett-Smith |
Produtor executivo | Rob McCool |
Flame Artist | Richard Hirst |
VFX Supervisor/Lead Flame Artist | Andy McKenna |
Chefe de produção | Katie Overcash |
Roto | Tiffany Germann |
CG Artist | Joe Paniagua |
CG Artist | Jose Limon |
Produtor executivo | Patrick Nugent |
Director executivo criativo | Vincenzo LoRusso |
Director criativo | Mike Goldstein |
Produtor executivo | Vicki Ordeshook |
Brand Experience | Ashley Prollamante |
Chief Marketing Officer | Chris Brandt |
Brand Creative Director | Tracee Larocca |
VP | Tracee Larocca |
Director of Advertising | Aron North |
Manager | Ashley Prollamante |
Food Consultant | Carolyn Avelino |
Director criativo | Pat Almaguer |
Produtor executivo | Paul Roy |
Produtor | Damon Vinyard |
Associate Music Producer | Eryk Rich |
Designer | Erin Burrell |
Director de contas | Katie Klages |
Executivo de contas | Kaitlin Tabar |
Chief Strategy Officer | Colin Drummond |
Group Planning Director | Jill Burgeson |
Group Planning Director | Lindsey Allison |
Senior Account Planner | Kelly Mertesdorf |
Associate Business Traffic Manager | Missy Stella |
Senior Broadcast Traffic Manager | Sarah Freeark |
Managing Diretor | Mal Ward |
Partner | Mal Ward |
Chefe de produção | Christa Skotland |
Assistant Editor | Anil Baral |
President/Managing Partner | Michael Raimondi |
Flame Artist | Andres Barrios |
Flame Artist | Steven Wolff |
Flame Artist | Pat Murphy |
Flame Artist | Chris Moore |
Flame Artist | Dan Ellis |
Flame Artist | Enid Dalcoff |
Flame Artist | Michael Vagliently |
Flame Artist | Michael Plescia |
Head of 3D | Kirk Shinatni |
CG Supervisor | John Cherniack |
CG Artist | Chris Janney |
CG Artists | Wendy Klien |
CG Artist | Vivian Suppa |
CG Artist | Josephine Kahng |
CG Artist | Ian Ruhfass |
CG Tracking | Michael Cardenas |
CG Tracking | Michael Bettinardi |
CG Tracking | Joseph Chiechi |
Design de imagens | Alan Chen |
Animação | Trix Taylor |
Design de imagens | Tae-Kyu Kim |
Design de imagens | Lucy Kim |
Design de imagens | Jeffrey Jeong |
Chefe de produção | Kim Christensen |
Produtor executivo | Jennifer Sofio Hall |
Produtor | Stacy Kessler-Aungst |
Produtor executivo | Ted Markovic |
Motion Design | Luis de Leon |
Mixer | Chase Butters |
Produtor | Anna Vegezzi |
Agent | Sally Heflin (Heflin Reps) |
Other | The Ramones "Blitzkrieg Bop" |