Taco Bell Made the Perfect Trailer for a Fake Movie About Why They’ve Never Sold Fries

Josh Duhamel fights Big Burger in the thriller Web of Fries

Taco Bell
Headshot of Kristina Monllos

Ever wonder why Taco Bell doesn’t sell fries? That question sets off Josh Duhamel on a epic quest in the brand’s new faux movie trailer for a thriller called Web of Fries, which looks like the perfect plane movie.

The 90-second spot, from Deutsch, hits every thriller trope with aplomb, and making the big bad a combination of burger chains and ketchup is so obvious, wonderfully stupid and fun. Duhamel expertly sells the concerned man on a mission, complete with a freakout in front of his pinboard of clues.

As a way to tout a new product—making it seem as though the chain always wanted to make fries, but couldn’t, with an air of mystery—it’s a solid play. Making a trailer for a movie that will never exist? Even better because … I now want to see that movie.

A 60-second version of the spot will air during the NFC Championship Game this weekend. Other cuts of the spot—15-, 30- and 90-second versions—will also air on television. The :90 will also run in cinemas.

Chief Brand Officer – Marisa Thalberg
SVP, Advertising and Brand Engagement – Tracee Larocca
Manger, Advertising – Brian Darney
Associate Manager, Advertising – Kenny Heinau
Food Consultant – Carolyn Avelino

Agency: Deutsch
Chief Creative Officer, North America: Pete Favat
Executive Creative Director: Brett Craig
Creative Director: Ken Slater
Creative Director: Rich Ford
Associate Creative Director: Marcus Cross
Associate Creative Director: John Baker
Senior Art Director: Jamie Kiersted
Copywriter: Bobby O’Neill
Director of Integrated Production: Vic Palumbo
Executive Integrated Producer: Paul Roy
Senior Integrated Producer: Jamie Gartner
Music Director: Eryk Rich
Audio Producer: Chase Butters

Account Management Credits:
Group Account Director: Walter Smith
Group Account Director: Matt Matzen
Account Director: Kristie Weston
Account Supervisor: Kelly Childers
Account Executive: Estevan Palomino
Account Executive: Jenny Wolf

Account Planning:
Co-Director of Strategy:  Lindsey Allison
Associate Strategy Director: Armando Potter

Business Affairs/Traffic:
Director of Integrated Business Affairs: Abilino Guillermo
Executive Business Affairs Manager: Ken Rongey
Business Affairs Manager: Jade McAdams
Director or Broadcast Traffic: Carie Bonillo
Associate Broadcast Traffic Manger: Ana Barraza

CEO, North America: Mike Sheldon
President, Los Angeles: Kim Getty

Live Action Production Company:
Production Company: Reset

Director: Joseph Kosinski
Managing Director: Dave Morrison
Executive Producer/Bidding: Jen Beitler
Head of Production: JP Colombo
Producer: Veronica Madrigal

Editorial Company
Production Company: Union Editorial
Editor: Jim Haygood
Executive Producer: Joe Ross

Post Facility:
Production Company: Alt VFX
Executive Producer: Chris Fieldhouse
VFX Producer: Oden Roberts

Licensed/Composed Music, Credits and Track Info:
Mophonics – music house
Ashe & Spencer – music license

Audio Post Company:
Production Company: Lime
Executive Producer: Susie Boyajan
Mixer: Mark Meyuhas
Assistant Mixer: Peter Lapinski

@KristinaMonllos kristina.monllos@adweek.com Kristina Monllos is a senior editor for Adweek.