Kim Getty
President at Deutsch, Los Angeles
Los Angeles, 美国
标题Happiness is the same 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 2015 / 3
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
更多信息 routinerepublic.com
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