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.

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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.

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Mar 23, 2015
Deutsch - L.A.
Taco Bell
Executive Creative Director:
Brett Craig
VP/Group Creative Director:
Tom Pettus
Michael Spiccia
Creative Director:
Scott Clark
Creative Director:
Patrick Almaguer
Senior Art Director:
Jeremiah Wassom
Senior Copywriter:
Chris Pouy
Director of Integrated Production:
Vic Palumbo
Executive Producer:
Paul Roy
Damon Vinyard
Music Director:
Dave Rocco
Associate Music Producer:
Eryk Rich
Design Director:
Nathan Iverson
Senior Designer:
Erin Burrell
Live Action Production Company:
Arts & Sciences
Director of Photography:
Germain McMicking
Managing Director/Partner:
Mal Ward
Head Of Production:
Christa Skotland
Ben Scandrett-Smith
Jim Haygood
Assistant Editor:
Anil Baral
President/Managing Partner:
Michael Raimondi
Executive Producer:
Rob McCool
Post Facility:
VFX Supervisor/Lead Flame Artist:
Andy McKenna
Flame Artist:
Pat Murphy
Flame Artist:
Hugh Seville
Flame Artist:
Steven Wolff
Flame Artist:
Jesse Monsour
Flame Artist:
Andres Barrios
Flame Artist:
Chris Moore
Flame Artist:
Michael Plescia
Flame Artist:
Richard Hirst
Flame Artist:
Michael Vagliently
Flame Artist:
Enid Dalcoff
Flame Artist:
Christel Hazard
Flame Artist:
Dan Ellis
Head of 3D:
Kirk Shinatni
CG Supervisor:
John Cherniack
CG Artist:
Ian Ruhfass
CG Artist:
Joe Paniagua
CG Artist:
Jose Limon
CG Artist:
Josephine Kahng
CG Artist:
Vivian Su
CG Artist:
Wendy Klien
CG Artist:
Chris Janney
CG Tracking:
Joseph Chiechi
CG Tracking:
Michael Bettinardi
CG Tracking:
Michael Cardenas
Tiffany Germann
Art Director:
Earl Burnley
Jeffrey Jeong
Lucy Kim
Tae-Kyu Kim
Trix Taylor
Alan Chen
Head Of Production:
Kim Christensen
Executive Producer:
Jennifer Sofio Hall
Executive Producer:
Patrick Nugent
Stacy Kessler Aungst
Motion Graphics:
Executive Producer:
Ted Markovic
Motion Design Director:
Jason Porter
Motion Designer:
Luis de Leon
Matt Johnson
Chase Butters
Paul Yacono
Anna Vegezzi
Audio Post Company:
Formosa Santa Monica
Tim West
Mix Assistant:
Aiden Ramos
Jennifer Bowman
Music Composer:
Elias Arts
Music Executive Creative Director:
Vincenzo LoRusso
Music Creative Director:
Michael Goldstein
Music Executive Producer:
Vicki Ordeshook
Music Head of Production:
Katie Overcash

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