|标题||Over 407120 245320 happy|
|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).
|特效||A52 Visual Effects|
|Motion Design Director||Jason Porter|
|Director of Integrated Production||Vic Palumbo|
|Managing Partner||Marc Marrie|
|Design Director||Nathan Iverson|
|Flame Artist||Hugh Seville|
|Routine Rules Poster||Paul Rogers|
|Senior Copywriter||Chris Pouy|
|Group Account Director||Walter Smith|
|Director of Integrated Business Affairs||Abilino Guillermo|
|Senior Business Affairs Manager||Ken Rongey|
|CEO North America||Mike Sheldon|
|President Los Angeles||Kim Getty|
|Chief Digital Officer||Winston Binch|
|Flame Artist||Jesse Monsour|
|Music Director||Dave Rocco|
|Flame Artist||Christel Hazard|
|VP/Group Creative Director||Tom Pettus|
|Senior Art Director||Jeremiah Wassom|
|EP / Producer||Ben Scandrett-Smith|
|Flame Artist||Richard Hirst|
|VFX Supervisor/Lead Flame Artist||Andy McKenna|
|Head of Production||Katie Overcash|
|CG Artist||Joe Paniagua|
|CG Artist||Jose Limon|
|Brand Experience||Ashley Prollamante|
|Chief Marketing Officer||Chris Brandt|
|Brand Creative Director||Tracee Larocca|
|Director of Advertising||Aron North|
|Food Consultant||Carolyn Avelino|
|Associate Music Producer||Eryk Rich|
|Chief Strategy Officer||Colin Drummond|
|Group Planning Director||Jill Burgeson|
|Group Planning Director||Lindsey Allison|
|Senior Account Planner||Kelly Mertesdorf|
|Associate Business Traffic Manager||Missy Stella|
|Senior Broadcast Traffic Manager||Sarah Freeark|
|Managing Director||Mal Ward|
|Head of Production||Christa Skotland|
|Assistant Editor||Anil Baral|
|President/Managing Partner||Michael Raimondi|
|Flame Artist||Andres Barrios|
|Flame Artist||Steven Wolff|
|Flame Artist||Pat Murphy|
|Flame Artist||Chris Moore|
|Flame Artist||Dan Ellis|
|Flame Artist||Enid Dalcoff|
|Flame Artist||Michael Vagliently|
|Flame Artist||Michael Plescia|
|Head of 3D||Kirk Shinatni|
|CG Supervisor||John Cherniack|
|CG Artist||Chris Janney|
|CG Artists||Wendy Klien|
|CG Artist||Vivian Suppa|
|CG Artist||Josephine Kahng|
|CG Artist||Ian Ruhfass|
|CG Tracking||Michael Cardenas|
|CG Tracking||Michael Bettinardi|
|CG Tracking||Joseph Chiechi|
|Head of Production||Kim Christensen|
|执行制片||Jennifer Sofio Hall|
|动作设计||Luis de Leon|
|Agent||Sally Heflin (Heflin Reps)|
|Other||The Ramones "Blitzkrieg Bop"|
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