Brett Craig
Chief Creative Officer at Deutsch, Los Angeles
Los Angeles, 美国
标题Eat only our breakfast
广告公司
广告战役 Routine Republic
广告主 Taco Bell
品牌 Taco Bell
首次发布日期
行业领域 餐馆与快餐
广告口号 the next generation of breakfast
剧情简介 Egg McMuffins aren't just mediocre pastries stuffed with microwaved eggs, bright yellow cheese and ham product. They are a form of tyranny.That, at least, is the upshot of "Routine Republic," a riveting and surreal new Taco Bell campaign from Deutsch. A year after the agency cheekily hired a bunch of guys named Ronald McDonald to celebrate the Mexican-themed fast-food chain's first foray into breakfast, the shots at the Golden Arches are barely masked. 
哲学 In the three-minute centerpiece ad below, McDonald's affable but intrinsically creepy mascot is reimagined as a sunken-eyed Stalinist clown (though perhaps bearing closer resemblance to Mao). He rules over a small army of look-alikes and an oppressed proletariat in a decrepit, cloistered city with a beefy security apparatus. Run-of-the-mill breakfast sandwiches are his preferred method of subjugation.
Taco Bell, meanwhile—aided by "Blitzkrieg Bop," the universal theme song of teenage rebels in the late '70s (so perhaps an appropriate foil for a geopolitically themed bogeyman and/or Bond villain of roughly the same generation)—is the champion of non-conformists, who simply want hexagonal, instead of circular, breakfast foods.
 The spot even delivers the added gut punch of twisting McD's promise of happiness (on which the burger chain's advertising loves to harp) into a nefarious lie—a drab, gray, industrial (read: overprocessed) landscape (because those A.M. Crunch Wraps are surely only made with the freshest of organic, local ingredients). 
媒体类别 平面
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Colorist
Motion Design Director
Director of Integrated Production
剪辑师
执行制片
Managing Partner
Design Director
美术指导
Flame Artist
插图画家
Routine Rules Poster
执行创意总监
Senior Copywriter
Group Account Director
Director of Integrated Business Affairs
Senior Business Affairs Manager
CEO North America
President Los Angeles
摄影指导
Chief Digital Officer
导演
制片
Flame Artist
创意总监
Music Director
客户主管
Flame Artist
集团创意总监
VP/Group Creative Director
首席创意官
Senior Art Director
EP / Producer
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Flame Artist
VFX Supervisor/Lead Flame Artist
Head of Production
Roto
CG Artist
CG Artist
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执行创意总监
创意总监
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Brand Experience
Chief Marketing Officer
Brand Creative Director
VP
Director of Advertising
Manager
Food Consultant
创意总监
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制片
Associate Music Producer
设计师
客户总监
客户主管
Chief Strategy Officer
Group Planning Director
Group Planning Director
Senior Account Planner
Associate Business Traffic Manager
Senior Broadcast Traffic Manager
Managing Director
Partner
Head of Production
Assistant Editor
President/Managing Partner
Flame Artist
Flame Artist
Flame Artist
Flame Artist
Flame Artist
Flame Artist
Flame Artist
Flame Artist
Head of 3D
CG Supervisor
CG Artist
CG Artists
CG Artist
CG Artist
CG Artist
CG Tracking
CG Tracking
CG Tracking
动画
动画
动画
动画
动画
Head of Production
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Mixer
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