Breakfast Defectors Break Free from McOppressors in Brilliant Taco Bell Campaign

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