Creativity

Taco Bell's Quesalupa Is Bigger Than Tinder, Man-Buns and...Football?

Brand Announced Quesadilla-Chalupa Hybrid at the Game

By Alexandra Jardine. Published on Feb 07, 2016

Editor's Pick

Taco Bell's Super Bowl ad launches its new Quesalupa, a quesadilla-chalupa hybrid, with the news that it's going to be bigger than everything....including man-buns, drones, Tinder, hoverboards and even football. The ad, by Deutsch L.A., broke on Sunday nigt during the game and features cameos from the likes of James Harden, "Texas Law Hawk" Bryan Wilson, known online for over-the-top legal advertising, and Giorgio Tsoukalos, star of History Channel's "Ancient Aliens."

Prior to the game, Taco Bell tried to create buzz around the launch by posting photos of celebrities holding a green brick, and spinning the story that new menu item was so top-secret, the people in the Super Bowl ad weren't allowed to know what it was, and had to hold a green brick instead. It also began taking pre-orders for the new product launch on Feb. 1, despite the fact that no-one knew what they had pre-ordered.

To read about the strategy behind the campaign, head over to AdAge.com.

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Credits

Date
Feb 07, 2016
Agency:
Deutsch - L.A.
Chief Concept Officer:
Chris Brandt
Client:
Taco Bell
Chief Marketing Officer:
Marisa Thalberg
VP, Brand Creative Director:
Tracee Larocca
Director of Advertising:
Aron North
Manager of Brand Experience:
Ashley Prollamante
Associate Manager of Brand Experience:
Alexandra Bunn
Food Consultant:
Carolyn Avelino
North America Chief Creative Office:
Pete Favat
North America Chief Digital Officer:
Winston Binch
ECD/Production:
Brett Craig
Group Creative Director:
Guto Araki
Group Creative Director:
Nathan Dills
Creative Director:
Ryan Lehr
Creative Director:
Erick Mangali
Creative Director:
Ken Slater
Creative Director:
Andy Pearson
Associate Creative Director:
Jeremiah Wassom
Art Director:
Cheston Kwan
Copywriter:
Josh Hill
Director of Integrated Production:
Vic Palumbo
Executive Integrated Producer:
Paul Roy
Integrated Producer:
Jamie Gartner
Associate Integrated Producer:
Evan Aronson
Associate Integrated Producer:
Kady Kamakate
Music Director:
Dave Rocco
Music Supervisor:
Eryk Rich
Group Account Director:
Walter Smith
Account Director:
Katie Klages
Account Supervisor:
Monica Tobin
Senior Account Executive:
Kaitlin Tabar
Co-Director of Account Planning:
Lindsey Allison
Strategic Planner:
Armando Potter
Director of Integrated Business Affairs:
Abilino Guillermo
Executive Business Affairs Manager:
Ken Rongey
Director of Broadcast Traffic:
Carie Bonillo
Broadcast Traffic Manager:
Sarah Freeark
CEO:
Mike Sheldon
President Los Angeles:
Kim Getty
Production Company:
Skunk
Director:
Saman Kesh
President:
Matt Factor
Executive Producer:
Shelly Townsend
Line Producer:
Scott Craig
Editorial Company:
Exile Edit
Editor:
Grant Surmi
Assistant Editor:
Dusten Zimmerman
Executive Producer:
Carol Lynn Weaver
Producer:
Lauren Pullano
Color:
MPC
Colorist:
Mark Gethin
Post Visual Effects:
Method
Executive Producer:
Robert Owens
Senior Producer:
Cara Lehr
Lead Flame Artist:
Noah Caddis
Lead Designer:
Norris Houck
Licensed Track:
"Welcome to the Jungle"
Track Performer:
Guns N Roses
Mix:
Lime
Executive Producer:
Susan Boyajan
Mixer:
Mark Meyuhas
Assistant Mixer:
Adam Primack
Sound Design:
Adam Primack
President/Executive Producer:
Scott Ganary
Producer:
Jeff Martin
Sound Design:
Chris Pinkston
Sound Design:
Rob Marshall

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