Home Gallery Video Taco Bell Routine Republic Taco Bell Encourages Breakfast Eaters to Defect From Their 'Routine Republic' Brand Introduces a New Kind of Hunger Game in Campaign From Deutsch L.A. Published on Mar 23, 2015 Editor's Pick Taco Bell is encouraging breakfast eaters to break out of their morning rut with an ambitious propaganda-themed campaign asking people to "defect" from their boring circle-shaped sandwiches. Created out of Deutsch L.A., the campaign consists of a variety of films, including this dystopian-themed, three-minute online video, "Routine Republic." Directed by Michael Spiccia and shot in Budapest in a style that's reminiscent of movies like the "Hunger Games" or "Insurgent," it shows a young man and woman escaping a dark, conformist society where people line up every morning for the same round breakfast sandwiches, to find a more vibrant world where folks enjoy things like the hexagonal-shaped Taco Bell offering, the A.M. Crunchwrap. A sixty-second version of the ad will air during the finale of "Walking Dead" this Sunday. Was the campaign inspired at all by the popular young adult films it seems to resemble? "It's funny," said Deutsch L.A. EVP/ECD Brett Craig. "I've been getting that question and it wasn't an inspiration at all. We had a slideshow of the category at one point and it had 30 different breakfast sandwiches from fast food places. Everyone is getting the same version of the same thing, so that led us to this metaphor of people in this bleak, bland place where everything was grey and boring." The effort picks up where the agency's "other Ronald McDonald"-themed ads from last year left off and is aimed at "reinvigorating the breakfast conversation and reawakening people to Taco Bell's" offerings, said Deutsch L.A. EVP/Group Creative Director Tom Pettus. The campaign also includes graphic wild postings in the style of classic Communist propaganda posters and the creepy animated ad that appears at the beginning of the short film, which lives on routinerepublic.com. There are also a series of "Breakfast Defector" testimonial spots that show consumers who have made the switch to Taco Bell breakfast. Broadcast and social media will direct consumers to breakfastdefectors.com, where Taco Bell fans can join the cause. Social efforts also include a fun "Defector Kit" that was sent out to the brand's most ardent and 'Influential" supporters. "Taco Bell has done a lot of great work to cultivate superfans and influencers, so a big part of strategy on this was to build on the foundation of love it got from fans when it came to making this a movement and spreading word of defection," said Mr. Pettus. Read more about the campaign, including thoughts from the Taco Bell client at Adage.com. Rate this Ad You must be registered to rate the ad. Please Login or Register Now About CreditsDateMar 23, 2015Agency:Deutsch - L.A. Client:Taco BellExecutive Creative Director:Brett CraigVP/Group Creative Director:Tom PettusDirector:Michael SpicciaCreative Director:Scott ClarkCreative Director:Patrick AlmaguerSenior Art Director:Jeremiah WassomSenior Copywriter:Chris PouyDirector of Integrated Production:Vic PalumboExecutive Producer:Paul RoyProducer:Damon VinyardMusic Director:Dave RoccoAssociate Music Producer:Eryk RichDesign Director:Nathan IversonSenior Designer:Erin BurrellLive Action Production Company:Arts & SciencesDirector of Photography:Germain McMickingManaging Director/Partner:Mal WardHead Of Production:Christa SkotlandEP/Producer:Ben Scandrett-SmithEditor:Jim HaygoodAssistant Editor:Anil BaralPresident/Managing Partner:Michael RaimondiExecutive Producer:Rob McCoolPost Facility:VFX VFX Supervisor/Lead Flame Artist:Andy McKennaFlame Artist:Pat MurphyFlame Artist:Hugh SevilleFlame Artist:Steven WolffFlame Artist:Jesse MonsourFlame Artist:Andres BarriosFlame Artist:Chris MooreFlame Artist:Michael PlesciaFlame Artist:Richard HirstFlame Artist:Michael VaglientlyFlame Artist:Enid DalcoffFlame Artist:Christel HazardFlame Artist:Dan EllisHead of 3D:Kirk ShinatniCG Supervisor:John CherniackCG Artist:Ian RuhfassCG Artist:Joe PaniaguaCG Artist:Jose LimonCG Artist:Josephine KahngCG Artist:Vivian SuCG Artist:Wendy KlienCG Artist:Chris JanneyCG Tracking:Joseph ChiechiCG Tracking:Michael BettinardiCG Tracking:Michael CardenasRoto:Tiffany GermannArt Director:Earl BurnleyAnimation:Jeffrey JeongAnimation:Lucy KimAnimation:Tae-Kyu KimAnimation:Trix TaylorAnimation:Alan ChenHead Of Production:Kim ChristensenExecutive Producer:Jennifer Sofio HallExecutive Producer:Patrick NugentProducer:Stacy Kessler AungstMotion Graphics:SteelheadExecutive Producer:Ted MarkovicMotion Design Director:Jason PorterMotion Designer:Luis de LeonProducer:Matt JohnsonMixer:Chase ButtersColor:A52Colorist:Paul YaconoProducer:Anna VegezziAudio Post Company:Formosa Santa MonicaMixer:Tim WestMix Assistant:Aiden RamosProducer:Jennifer BowmanMusic Composer:Elias ArtsMusic Executive Creative Director:Vincenzo LoRussoMusic Creative Director:Michael GoldsteinMusic Executive Producer:Vicki OrdeshookMusic Head of Production:Katie OvercashSee more credits CategoryOOHSocial MediaTVCWeb FilmWebsite Industryfast food GenreVFX/AnimationVisual Latest Creativity News on Ad Age You Might Fall Asleep Before You Find Out Who's Behind This Weird Late-Night Campaign ANA Aims to Standardize Gender Equality in Ads Burger King: A Look Back at Some of the Best Ideas From Cannes Lions' Creative Marketer of the Year Related work Taco Bell: New Logo Taco Bell: The Internet Is Talking Deutsch - L.A. 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