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Group745
Group745
Group745
Group745
Group745
Group745
Creative in association withGear Seven
Group745

Breakfast Defectors Break Free from McOppressors in Brilliant Taco Bell Campaign

24/03/2015
Advertising Agency
Los Angeles, USA
417
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Editors' Choice: Deutsch LA takes a not-so-subtle dig at McDonald's with dystopian film shot by Michael Spiccia

A year after Taco Bell entered into the breakfast market with its Ronald McDonald campaign, the brand is launching this new marketing effort with a 60 second film, titled “The Routine Republic.” 

Taco Bell will shine the spotlight on the rigid – yet round – nature of traditional fast food breakfasts and celebrate the Breakfast Defectors who have left their old breakfast and defected to Taco Bell. The film features a not-very-subtle nod to McDonald's rule of fast food, set in a dystopian society. Two 'Breakfast Defectors' break free from their oppressors, making a break for a more colourful land of Taco Bell.

The campaign will consist of outdoor 'propoganda' posters, the Routine Republic film, a propoganda film, Breakfast Defector TV spots and BreakfastDefectors.com.



Note: Below credits are specifically for the 'Routine Republic' film

Credits
Brand
Agency / Creative
Production
Editorial
Music / Sound
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