Industry News | January 29, 2013
The Super Bowl Comes Early for Taco Bell Fans
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 is releasing its full 60-second Super Bowl commercial on the brand’s YouTube channel.
The brand commercial, “Viva Young,” will air toward the end of the second quarterof the game broadcasted February 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 February 4.
In the brand’s first Super Bowl spot since 2010, created by Deutsch LA, 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 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,” says Brian Niccol, chief marketing and 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.”
Mike Sheldon, CEO of Deutsch LA, says, "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.
"We've all had an epic night out on the town followed by a trip to Taco Bell,” he adds. “‘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, called “Grande Papi,” will be set to the 1994 hit song “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 Mas Monday,” a post-game giveaway for a free churro with any purchase during regular store hours on Monday, February 4.
“We are always looking for ways to encourage our community to Live Mas and thank our consumers for being so loyal, and we thought giving something back to them was a great way to do just that,” Niccol says. “For those who are already craving the start of the next football season, why not reward yourself with a free churro from Taco Bell?”
On Janruary 18, Taco Bell released the prequel to “Viva Young,” an online teaser called “Grandpa Goes Wild.” The teaser first introduced Goldblatt and showed him sneaking his suped-up motorized scooter into a football stadium to let loose.
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.
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