Ad of the Day: Taco Bell Takes Back Bacon in This Silly Anti-Craze Campaign

Enough with the spinoffs

If you needed further evidence that the bacon craze has completely imploded, Taco Bell is making fun of the universal obsession with the stuff to pitch a new product … of which bacon is an integral part.

"Bacon you can't eat is bacon you don't need," says the tagline in a new campaign, from Deutsch LA, that hopes to reclaim the cured meat as an edible, not everything but.

The centerpiece 30-second TV and cinema spot, "Bacon Mall," imagines an almost Lynchian nightmare of a shopping center where all the products are bacon themed. A slew of 15-second social spots mock specific, ridiculous pork meat wares—charmingly efficient in their presentation.

One, for bacon cologne, comes across as a nice sendup of all fragrance ads. Another, for bacon headphones, reads as a subtle dig at Beats (popular for their look, but widely panned for their fidelity). A third, for Bacon One Hightops, plays on sneaker head culture.

Overall, it's a fun conceit, with a different, more subtle dystopian flavor compared to Taco Bell's insane portrayal of Ronald McDonald as an Stalinist dictator. (The totalitarian clown is also probably to blame for pulling the strings in a world where opportunists pervert bacon from its true purpose.)

But is the joke a bit late? Gender-neutral Bacon fragrance has been around since 2011. A bacon-themed racing chair doesn't seem significantly sillier than a regular racing chair. And there's surely a niche market for a bacon USB drive. (Taco Bell's looks better than the ones that seem to exist already.)

The truth is, you don't really need to make bacon into another random consumer product to broaden its applications. Oscar Mayer proved that any sane person will happily trade goods and services for actual bacon, one of the most valuable commodities on earth. And it's also an appropriate gift for any occasion. Just ask Ron Swanson.

CREDITS

Client: Taco Bell

—Spot: "Bacon Mall"

Air Date: Cinema: 7/3/15

Broadcast TV: 7/6/15

Digital: 7/6/15

Client Credits:

Chief Marketing Officer: Chris Brandt

Vice President, Brand Creative Director: Tracee Larocca

Director of Advertising: Aron North

Brand Experience: Alexandra Bunn

Food Consultant: Carolyn Avelino

Agency: Deutsch LA

Creative Credits:

Chief Creative Officer, North America: Pete Favat

Executive Creative Director: Brett Craig

Group Creative Directors: Guto Araki, Tom Pettus

Creative Directors: Andy Pearson, 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

Senior Broadcast Traffic Manager: Sarah Freeark

Executives:

Chief Executive Officer, 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

Editing Company: Therapy Studios

Editor: Doobie White

Assistant Editor: Amy Bostrom

Executive Producer: Joe DiSanto

Head of Production: Allegra Bartlett

Post Facility: MPC

Producer: Summer McCloskey

Senior Colorist: Mark Gethin

Visual Effects: Therapy Studios

Executive Producer: Joe DiSanto

Lead Flame Artist: Wren Waters

Licensed, Composed Music Credits:

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

—Bacon Club Chalupa Social Videos

Watch :15

Controller :15

Yoga :15

Guitar :15

Headphones :15

Bacologne :15

USB :15

Gaming Chair :15

Sneakers :15

Purse :15

Air Date: 7/6/15

Client Credits:

Chief Marketing Officer: Chris Brandt

Vice President, Brand Creative Officer: Tracee Laroocca

Director of Advertising: Aron North

Associate Manager, Brand Experience: Alexandra Bunn

Agency: Deutsch LA

Creative Credits:

Chief Creative Officer, North America: Pete Favat

Director of Integrated Production: Vic Palumbo

Executive Creative Director: Brett Craig

Group Creative Directors: Tom Pettus, Guto Araki

Creative Directors: Andy Pearson, 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, Integrated Business Affairs: Abilino Guillermo

Business Affairs Manager: Nestor Gandia

Executives:

Chief Executive Officer, North America: Mike Sheldon

President, Los Angeles: Kim Getty

Live-Action Production: Brand New School, Santa Monica, Calif.

Director: Brumby Boylston

Executive Producer: Paul Abatemarco

Head of Production: Julie Shevach

Line Producer: Brian Armstrong

Editing Company: Brand New School

Editor: Marc D'Andre

Assistant Editor: Austin Lewis

Postproduction, Visual Effects: Brand New School, Santa Monica

Executive Producer: Paul Abatemarco

Senior Producer: Alex More

Senior Colorist: Loren White

Lead Flame Artist: Kevin MacDonald

Animators, Compositors: Adam Smith, Ben Bullock, Joseph Moon

Designers: Karen To, Yoon Lee

Licensed, Composed Music Credits:

Music for Headphones, Bacologne, USB, Gaming Chair, Sneakers: Elias Music Library

Executive Producer: Vicki Ordeshook

Head of Production: Katie Overcash

Executive Producer: Matt Locher, Asche & Spencer

Audio Post Company: Lime

Mixer: Matt Miller

Assistant Mixer: Mark Nieto

Shoot Location: Los Angeles

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