For the first time since 2010, when Taco Bell promoted its $5 Big Box, the company will be present on the screens with a 60 second commercial during the Super Bowl XLVII. Taco Bell® recently unveiled a 60-second online teaser video in anticipation of its 60-second brand Super Bowl commercial. The teaser, featured in the video below, shows 87 year-old Bernie Goldblatt going “wild” on a football stadium, making “donuts” on the field.
The campaign’s teaser was created by Deutsch LA, a full service ad agency, with offices in New York and Los Angeles. Deutsch LA is part of Taco Bell’s agency roster along with lead agency Draftfcb.
The 60 second teaser reveals a bit about what will follow in Taco Bell’s LIVE MÁS® brand commercial, scheduled to debut during the third quarter of the game broadcasting Feb. 3, 2013 on the CBS Television Network. The commercial attempts to show that people of any age can “live young.” We already know that the LIVE MÁS® campaign will feature the Beat’s “We Are Young,” which will be sung in Spanish, what we don’t know, or can predict, is how much the audience will identify with the character, as Brian Niccol, Chief Marketing & Innovation Officer, Taco Bell Corp., wishes and hopes:
“Our hope is that our consumers will see themselves in this ad. They tell us that Taco Bell is about memories and experiences, and things they like to share with their friends. We believe that advertising on the world biggest stage, the Super Bowl, was the ideal way to share these experiences with our fans, while also providing further context into the mindset of Taco Bell and what it means to LIVE MÁS.”
Edelman PR is the agency of record for Taco Bell.