Industry News | January 21, 2013

Taco Bell Unveils a Sneak Peek of Its Super Bowl Spot

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Taco Bell is showing the world what it truly means to “Live Mas” as it unveils a 60-second online teaser video in anticipation of its 60-second brand Super Bowl commercial. 

The “Live Mas” brand commercial is titled “Viva Young” and is scheduled to debut during the third quarter of the game broadcasted February 3, 2013, on the CBS Television Network.

In the spot, main character, 87-year-old Bernie Goldblatt, along with his friends, will take viewers on an unforgettable night depicting that anyone at any age can “Live Mas.”

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.  

“Our hope is that our consumers will see themselves in this ad. They tell us that Taco Bell is about memories and experiences, and things they like to share with their friends,” says Brian Niccol, chief marketing & innovation officer, Taco Bell Corp. “We believe that advertising on the world biggest stage, the Super Bowl, was the ideal way to share these experiences with our fans, while also providing further context into the mindset of Taco Bell and what it means to ‘Live Mas.’”

Taco Bell fans and consumers can also find out more about “Goldblatt” through the online teaser that is being released on the brand’s YouTube channel, entitled “Grandpa Goes Wild.” The teaser shows Goldblatt sneaking his suped-up motorized scooter into a football stadium to let loose, do some trick—like making “donuts” on the field, knocking over water coolers and yardage signs, and a tackling dummy, all while escaping from security.

The teaser gives consumers a deeper look into the “Live Mas” personality of the Taco Bell’s Super Bowl spot’s main character.

The Super Bowl XLVII spot and campaign’s online teaser are being created by Deutsch LA, which has recently joined Taco Bell's agency roster, along with lead agency Draftfcb. The last time Taco Bell advertised during the Super Bowl was during the 2010 game and the ad supported the brand’s $5 Big Box.