Заголовок | Routine Rules |
Агентство | Deutsch |
Кампания | Routine Republic |
Рекламодатель | Taco Bell |
Бренд | Taco Bell |
Дата первой трансляции/Публикации | 2015 / 3 |
Бизнес сектор | Рестораны и кафе быстрого приготовления |
Слоган | the next generation of breakfast |
История | 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. |
философия | 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). |
Тип медиа | Печать |
Больше информации | routinerepublic.com |
Спецэффекты / видеоэффекты | A52 Visual Effects |
Колорист | Paul Yacono |
Motion Design Director | Jason Porter |
Director of Integrated Production | Vic Palumbo |
Редактор | Jim Haygood |
Исполнительный продюсер | Marc Marrie |
Управляющий партнер | Marc Marrie |
Design Director | Nathan Iverson |
Арт-директор | Earl Burnley |
Художник огня | Hugh Seville |
Иллюстратор | Paul Rogers |
Routine Rules Poster | Paul Rogers |
Исполнительный креативный директор | 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 |
Оператор-постановщик | Germain McMicking |
Chief Digital Officer | Winston Binch |
Директор | Michael Spiccia |
Продюсер | Matt Johnson |
Художник огня | Jesse Monsour |
Креативный директор | Scott Clark |
Music Director | Dave Rocco |
Руководитель группы по связям с рекламодателями | Krista Slocum |
Художник огня | Christel Hazard |
Креативный директор группы | Tom Pettus |
VP/Group Creative Director | Tom Pettus |
Главный креативный директор | Pete Favat |
Senior Art Director | Jeremiah Wassom |
EP / Producer | Ben Scandrett-Smith |
Исполнительный продюсер | Rob McCool |
Художник огня | Richard Hirst |
VFX Supervisor/Lead Flame Artist | Andy McKenna |
Руководитель производства | Katie Overcash |
Roto | Tiffany Germann |
CG Artist | Joe Paniagua |
CG Artist | Jose Limon |
Исполнительный продюсер | Patrick Nugent |
Исполнительный креативный директор | Vincenzo LoRusso |
Креативный директор | Mike Goldstein |
Исполнительный продюсер | 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 |
Креативный директор | Pat Almaguer |
Исполнительный продюсер | Paul Roy |
Продюсер | Damon Vinyard |
Associate Music Producer | Eryk Rich |
Дизайнер | Erin Burrell |
Директор рабочей группы клиента | Katie Klages |
Делопроизводитель | Kaitlin Tabar |
Директор по стратегии | 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 |
Управляющий директор | Mal Ward |
Partner | Mal Ward |
Руководитель производства | Christa Skotland |
Заместитель редактора | Anil Baral |
President/Managing Partner | Michael Raimondi |
Художник огня | Andres Barrios |
Художник огня | Steven Wolff |
Художник огня | Pat Murphy |
Художник огня | Chris Moore |
Художник огня | Dan Ellis |
Художник огня | Enid Dalcoff |
Художник огня | Michael Vagliently |
Художник огня | Michael Plescia |
Head of 3D | Kirk Shinatni |
CG Администратор | 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 |
Анимация / 3D | Alan Chen |
Анимация | Trix Taylor |
Анимация / 3D | Tae-Kyu Kim |
Анимация / 3D | Lucy Kim |
Анимация / 3D | Jeffrey Jeong |
Руководитель производства | Kim Christensen |
Исполнительный продюсер | Jennifer Sofio Hall |
Продюсер | Stacy Kessler-Aungst |
Исполнительный продюсер | Ted Markovic |
Интерактивный дизайн | Luis de Leon |
Смеситель | Chase Butters |
Продюсер | Anna Vegezzi |
Agent | Sally Heflin (Heflin Reps) |
Other | The Ramones "Blitzkrieg Bop" |