Deutsch LA launched a campaign for Taco Bell supporting the brand’s new Bacon Club Chalupa with a surreal look at a bacon product world gone mad.
The campaign is built around a 30-second spot, entitled “Bacon Mall” which sees a young man perplexed by a vast array of inedible bacon products before arriving at Taco Bell for a Bacon Club Chalupa. Set to a new cover of “Mad World” by Halsey, the spot spreads the message, “Bacon you can’t eat is bacon you don’t need.” Among the ad’s befuddling bacon products are Bacon Couture, bacon sunglasses, Bacon One Hightops and Bacologne. Those last two are among the ten (fictional) products featured in the campaign’s social video component, five of which have been released thus far. Others include “Bacon Headphones,” “The Bacon Racing Chair,” and “The Sizzling Bacon USB Drive.” Clearly aiming for shearability via pure ridiculousness, the spots heartily endorse these mock products before ending with the “Bacon you can’t eat is bacon you don’t need line” and a nod to the new product. There’s also just enough of a kernel of truth to the bacon-crazy product schtick that some viewers may wonder for a second if a given product is real before being interrupted by the line.
Following on the heels of the agency’s “Sharing Sucks,” it appears Taco Bell and Deutsch LA are taking a break from targeting McDonald’s lately to promote new, on-breakfast items. That said, it’s unlikely we’ve seen the last of their Ronald-bashing.
Broadcast Spot Credits:
Client Credits
Chief Marketing Officer: Chris Brandt
VP, Brand Creative Director: Tracee Larocca
Director of Advertising: Aron North
Brand Experience: Alexandra Bunn
Food Consultant: Carolyn Avelino
Deutsch Credits
Creative Credits:
Chief Creative Officer, North America: Pete Favat
Executive Creative Director: Brett Craig
Group Creative Director: Guto Araki
Group Creative Director: Tom Pettus
Creative Director: Andy Pearson
Creative Director: Ken Slater
Associate Creative Director: Jeremiah Wassom
Senior Copywriter: Chris Pouy
Director of Integrated Production: Vic Palumbo
Executive Integrated Producer: Paul Roy
Integrated Producer: Jamie Gartner
Assistant Integrated Producer: Evan Aronson
Music Director: Dave Rocco
Account Management Credits:
Group Account Director: Walter Smith
Account Director: Sandy Song
Account Supervisor: Monica Tobin
Account Executive: Sasha Rawji
Account Planning:
Chief Strategic Officer: Colin Drummond
Group Planning Director: Lindsey Allison
Senior Account Planner Kelly Mertesdorf
Business Affairs/Traffic:
Director of Integrated Business Affairs: Abilino Guillermo
Business Affairs Manager: Nestor Gandia
Director or Broadcast Traffic: Carie Bonillo
Sr. Broadcast Traffic Manager: Sarah Freeark
Executives:
CEO, North America: Mike Sheldon
President, Los Angeles: Kim Getty
Live Action Production Company: Reset
Director: Vesa Manninen
Managing Director: Dave Morrison
Executive Producer: Jeff McDougall
Producer: Jennifer Ingalls
Line Producer: Ahnee Boyce
Editorial Company : Therapy Studios
Editor: Doobie White
Assistant Editor: Amy K. Bostrom
Executive Producer: Joe DiSanto
Head of Production: Allegra Bartlett
Post Facility: MPC
Producer: Summer McCloskey
Senior Colorist: Mark Gethin
Post/VFX: Therapy Studios
Executive Producer: Joe DiSanto
Lead Flame Artist: Wren Waters
Licensed/Composed Music, Credits and Track Info:
Track: “Mad World”
Covered by: Halsey
Writer: Roland Orzabal
Audio Post Company: Therapy Studios
Executive Producer: Joe DiSanto
Mixer: Jeff Fuller
Sound Design: Eddie Kim
Shoot Location: Santiago, Chile
Social Video Credits:
Client Credits:
Chief Marketing Officer: Chris Brandt
VP, Brand Creative Officer: Tracee Laroocca
Director of Advertising: Aron North
Associate Manager, Brand Experience: Alexandra Bunn
Deutsch Credits
Creative Credits:
Chief Creative Officer, North America: Pete Favat
Director of Integrated Production: Vic Palumbo
Executive Creative Director: Brett Craig
Group Creative Director: Tom Pettus
Group Creative Director: Guto Araki
Creative Director: Andy Pearson
Creative Director: Ken Slater
Art Director: Cheston Kwan
Copywriter: Josh Hill
Executive Producer: Paul Roy
Producer: Damon Vinyard
Associate Producer: Josh Goldsmith
Account Management Credits:
Group Account Director: Walter Smith
Account Director: Sandy Song
Account Supervisor: Monica Tobin
Account Executive: Kaitlin Tabor
Account Planning:
Chief Strategy Officer: Colin Drummond
Group Planning Director: Lindsey Allison
Senior Account Planner: Kelly Mertesdorf
Senior Digital Strategist: Amelia Hall
Business Affairs/Traffic:
Director of Integrated Business Affairs: Abilino Guillermo
Business Affairs Manager: Nestor Gandia
Executives:
CEO, North America: Mike Sheldon
President, Los Angeles: Kim Getty
Live Action Production Company: Brand New School, Santa Monica CA
Director: Brumby Boylston
Executive Producer: Paul Abatemarco
Head of Production: Julie Shevach
Line Producer: Brian Armstrong
Editorial Company: Brand New School, Santa Monica CA
Editor: Marc D’Andre
Assistant Editor: Austin Lewis
Post Facility: Brand New School, Santa Monica, CA
Executive Producer: Paul Abatemarco
Senior Producer: Alex More
Senior Colorist: Loren White
Post/VFX: Brand New School, Santa Monica, CA
Executive Producer: Paul Abatemarco
Senior Producer: Alex More
Lead Flame Artist: Kevin MacDonald
Animator / Compositors: Adam Smith, Ben Bullock, Joseph Moon
Designers: Karen To, Yoon Lee
Licensed/Composed Music, Credits and Track Info:
Track: A Touch of Magic
Composed by: David Wittman
Publisher: Marc Aaron Jacobs
Company Name: NSLE Music
Elias Arts Music Library, LLC NY, NY
Asche & Spencer Minneapolis, Minnesota
Executive Producer: Matt Locher
Audio Post Company: Lime, Santa Monica, CA
Mixer: Matt Miller
Assistant Mixer: Mark Nieto