标题 | Happiness is the same breakfast |
广告公司 | Deutsch |
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 |
特效 | A52 Visual Effects |
Colorist | Paul Yacono |
Motion Design Director | Jason Porter |
Director of Integrated Production | Vic Palumbo |
剪辑师 | Jim Haygood |
执行制片 | Marc Marrie |
Managing Partner | Marc Marrie |
Design Director | Nathan Iverson |
美术指导 | Earl Burnley |
Flame Artist | Hugh Seville |
插图画家 | Paul Rogers |
Routine Rules Poster | Paul Rogers |
执行创意总监 | Brett Craig |
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 |
摄影指导 | Germain McMicking |
Chief Digital Officer | Winston Binch |
导演 | Michael Spiccia |
制片 | Matt Johnson |
Flame Artist | Jesse Monsour |
创意总监 | Scott Clark |
Music Director | Dave Rocco |
客户主管 | Krista Slocum |
Flame Artist | Christel Hazard |
集团创意总监 | Tom Pettus |
VP/Group Creative Director | Tom Pettus |
首席创意官 | Pete Favat |
Senior Art Director | Jeremiah Wassom |
EP / Producer | Ben Scandrett-Smith |
执行制片 | Rob McCool |
Flame Artist | Richard Hirst |
VFX Supervisor/Lead Flame Artist | Andy McKenna |
Head of Production | Katie Overcash |
Roto | Tiffany Germann |
CG Artist | Joe Paniagua |
CG Artist | Jose Limon |
执行制片 | Patrick Nugent |
执行创意总监 | Vincenzo LoRusso |
创意总监 | Mike Goldstein |
执行制片 | Vicki Ordeshook |
Brand Experience | Ashley Prollamante |
Chief Marketing Officer | Chris Brandt |
Brand Creative Director | Tracee Larocca |
VP | Tracee Larocca |
Director of Advertising | Aron North |
Manager | Ashley Prollamante |
Food Consultant | Carolyn Avelino |
创意总监 | Pat Almaguer |
执行制片 | Paul Roy |
制片 | Damon Vinyard |
Associate Music Producer | Eryk Rich |
设计师 | Erin Burrell |
客户总监 | Katie Klages |
客户主管 | Kaitlin Tabar |
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 |
Partner | 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 |
动画 | Alan Chen |
动画 | Trix Taylor |
动画 | Tae-Kyu Kim |
动画 | Lucy Kim |
动画 | Jeffrey Jeong |
Head of Production | Kim Christensen |
执行制片 | Jennifer Sofio Hall |
制片 | Stacy Kessler-Aungst |
执行制片 | Ted Markovic |
动作设计 | Luis de Leon |
Mixer | Chase Butters |
制片 | Anna Vegezzi |
Agent | Sally Heflin (Heflin Reps) |
Other | The Ramones "Blitzkrieg Bop" |