Deutsch LA Launches ‘Breakfast Defectors’ for Taco Bell

By Erik Oster 

Deutsch LA has launched its new “Breakfast Defectors” campaign promoting Taco Bell’s latest breakfast menu items with an ad entitled “Routine Republic.”

The spot debuts today as a 60-second broadcast spot and in a three minute online version (above). In the extended version, Deutsch LA introduces a dystopian “Routine Republic” where inhabitants are told “Happiness is the same breakfast.” Citizens are kept in line by leaders wearing clown makeup (in an obvious nod to competitor McDonald’s) and extensive surveillance. Two young defectors, however, escape and find a hexagonal alternative. It seems like a strange approach initially, but actually continues the brand’s previous tactics of targeting McDonald’s (an approach which dates back to the launch of Taco Bell’s breakfast menu) and appealing to younger audiences.

The “Breakfast Defectors” campaign will continue to roll out over the course of the month, with further “Breakfast Defector” spots going live later this week and OOH elements in New York and Los Angeles, as well as additional  “Routine Republic” will make its broadcast debut today during the finales of MTV’s The Challenge and ABC Family’s Pretty Little Liars finale, and will later run during the finale of AMC’s The Walking Dead.

Credits for “Routine Republic”:

Client Credits:

Chief Marketing Officer: Chris Brandt

VP, Brand Creative Director: Tracee Larocca

Director of Advertising: Aron North

Manager, Brand Experience: Ashley Prollamante

Food Consultant: Carolyn Avelino

Deutsch Credits and Titles:

Creative Credits:

Chief Creative Officer: Pete Favat

Chief Digital Officer: Winston Binch

Executive Creative Director: Brett Craig

Group Creative Director: Tom Pettus

Creative Director: Scott Clark

Creative Director: Pat Almaguer

Senior Art Director: Jeremiah Wassom

Senior Copywriter: Chris Pouy

Director of Integrated Production: Vic Palumbo

Executive Producer: Paul Roy

Producer: Damon Vinyard

Music Director: Dave Rocco

Associate Music Producer: Eryk Rich

Design Credits:

• Design Director: Nathan Iverson

• Senior Designer: Erin Burrell

Account Management Credits:

• Group Account Director: Walter Smith

• Account Director: Katie Klages

• Account Supervisor: Krista Slocum

• Account Executive: Kaitlin Tabar

Account Planning:

• Chief Strategy Officer: Colin Drummond

• Group Planning Director: Jill Burgeson

• Group Planning Director: Lindsey Allison

• Senior Account Planner: Kelly Mertesdorf

Business Affairs/Traffic:

• Director of Integrated Business Affairs: Abilino Guillermo

• Senior Business Affairs Manager: Ken Rongey

• Associate Business Traffic Manager: Missy Stella

• Senior Broadcast Traffic Manager: Sarah Freeark


• CEO, North America: Mike Sheldon

• President, Los Angeles: Kim Getty

Live Action Production Company: Arts & Sciences

• Director: Michael Spiccia

• Director of Photography: Germain McMicking

• Managing Director / Partner: Mal Ward

• Executive Producer / Managing Partner: Marc Marrie

• Head of Production: Christa Skotland

• EP / Producer: Ben Scandrett-Smith


Editorial Company: Union Editorial

Editor: Jim Haygood

Assistant Editor: Anil Baral

President/Managing Partner: Michael Raimondi

Executive Producer: Rob McCool

Post Facility: VFX