- WHITE PAPERS
Taco Bell has unveiled a 60-second online teaser video in anticipation of its 60-second Super Bowl commercial. The commercial touts the brand's "Live Mas" tagline and is titled "Viva Young." It will air during the third quarter of the Super Bowl, Feb. 3 on the CBS Television Network.
In the commercial, Bernie Goldblatt, the 87-year-old main character, along with his friends, take viewers through a memorable night to showcase that people of all ages can "live mas."
The commercial will be set to the music of Taco Bell Feed the Beat artist and six-time Grammy Award nominee fun.'s "We Are Young," which will be sung in Spanish.
"Our hope is that our consumers will see themselves in this ad. They tell us that Taco Bell is about memories and experiences, and things they like to share with their friends," said Brian Niccol, chief marketing and innovation officer, Taco Bell Corp. "We believe that advertising on the world biggest stage, the Super Bowl, was the ideal way to share these experiences with our fans, while also providing further context into the mindset of Taco Bell and what it means to Live mÁs."
Taco Bell fans can also find out more about Bernie Goldblatt through an online teaser on the brand's YouTube channel (youtube.com/tacobell) titled "Grandpa Goes Wild." The teaser shows Goldblatt sneaking his motorized scooter into a football stadium, knocking over water coolers, yardage signs and a tackling dummy, all while escaping from security. According to the company, the teaser gives consumers a deeper look into the personality of the Taco Bell's Super Bowl spot's main character. Here is the teaser:
The Super Bowl XLVII spot and campaign's online teaser were created by Deutsch LA, which has recently joined Taco Bell's agency roster along with lead agency Draftfcb. The last time Taco Bell advertised during the Super Bowl was during the 2010 game and the ad supported the brand's $5 Big Box.
Read more about marketing and branding.