Dieste, Frames Team on Pepsi, Taco Bell

DALLAS Dieste, Harmel & Partners has partnered with the post-production firm Frames to create two Hispanic TV spots for Pepsi and Taco Bell, the shops said.

In Pepsi’s “Hydraulics,” the action opens at an auto trade show where teen males vie for the attention of a young female with their souped-up trucks and cars. After passing two would-be suitors unimpressed, she locks eyes with a guy standing quietly by his pickup, Pepsi in hand. As she nods to his invitation for a drink, he pushes a button and his truck is quickly transformed into a Pepsi machine.

“We wanted to dial up the car culture and chose a cool urban setting for the backdrop,” said Roberto Sauceda, creative director at Dieste. “The spot is about sight and sound—there is no dialogue—and the guy-meets-girl thing.”

Taco Bell’s “Easier Way” introduces the restaurant’s Crunch Wrap Supreme, a tostada wrapped in a flour tortilla. Shot in downtown Buenos Aires, Argentina, the spot opens on a young man straining as he pulls a rope tied around a Taco Bell store. A motorist passing by with a half-eaten Crunch Wrap Supreme, tells him Taco Bell is now more portable than ever.

The 30-second commercials by the Dallas firms will run nationwide for an indefinite period of time, the shops said.

Spending for both campaigns was undisclosed. Pepsi-Cola Co. spent $36 million on Hispanic advertising in 2004 and $23 million from January to August 2005, according to TNS Media Intelligence. Taco Bell had no Hispanic media expenditures in 2004 or the first eight months of 2005.

Frames’ recent work also includes spots for McDonald’s, Comcast, Home Depot, Ford and Hasbro.