- WHITE PAPERS
Taco Bell's Super Bowl commercial, titled "Viva Young" and featuring 87-year-old Bernie Goldblatt emulating the brand's "Live Mas" tagline, is now available on its YouTube channel.
The 60-second spot will air close to the end of the second quarter of the Super Bowl Feb. 3 on CBS. It features a Spanish-language version of fun.'s single "We Are Young" while depicting Goldblatt and his elderly friends sneaking out of their retirement home in the middle of the night to dance at a club, get a tattoo and more. The group then heads to Taco Bell for Fourthmeal before returning to the retirement home, unnoticed.
Fun. is a former Taco Bell Feed the Beat artist and a six-time Grammy Award nominee.
"By releasing ‘Viva Young’ online before the Super Bowl, we’re rewarding our biggest fans and bringing them inside the brand," said Brian Niccol, chief marketing & innovation officer, Taco Bell Corp. "We want to share the spot with our Team Members, franchisees and online fans first so they're in the know before Super Bowl Sunday, so we can engage with them in social and digital spaces."
Ironically, in creating the ad, Deutsch LA wanted to appeal to the Millennial demographic, according to CEO Mike Sheldon.
"There's a common misconception that to appeal to Millennials you have to show Millennials. The reality is to appeal to them you simply need to entertain and engage them. And that's what this entire integrated effort does," he said. "We've all had an epic night out on the town followed by a trip to Taco Bell. ‘Viva Young' is a surprising and fresh way to remind people of that."
LIVE MÁS Monday
The spot will be bookended by a pre-game ad launching the new Cantina Bell steak burrito and a Facebook offer for a free churro with any purchase on Feb. 4, which the brand is calling "LIVE MÁS Monday."
Taco Bell's 30-second ad supporting a new steak burrito on the Cantina Bell menu is titled "Grande Papi," and will be set to the 1994 hit song "Big Poppa." As a reflection of Taco Bell’s Mexican-inspired heritage, will also be sung in Spanish. In the commercial, a young father leaves his home with his infant child in his front baby carrier, headed to Taco Bell to purchase the new Cantina Bell steak burrito, getting favorable looks and smiles from female passersby.
The "Viva Young" spot will direct consumers to the brand’s Facebook page to learn more about "LIVE MÁS Monday," a post-game giveaway for a free churro with any purchase during regular store hours on Feb. 4. There is a limit of one per person per coupon while supplies last at participating locations.
"We are always looking for ways to encourage our community to LIVE MÁS and thank our consumers for being so loyal, and we thought giving something back to them was a great way to do just that," Niccol said.
On Jan. 18, Taco Bell released the prequel to "Viva Young," an online teaser titled "Grandpa Goes Wild." The teaser first introduced Goldblatt, and showed him sneaking his motorized scooter into a football stadium to let loose. The teaser has received more than 350,000 views so far.
Deutsch LA recently joined Taco Bell's agency roster along with lead agency Draftfcb.
Read more about marketing, branding and promotions.