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Taco Bell takes big screen Roosevelts ad to TV
July 12, 2009
IRVINE, Calif. — Taco Bell will debut a special, first-ever, two-minute commercial during the 2009 Major League Baseball All-Star Game on July 14 at 8:00 p.m. Eastern time on FOX. Taco Bell is a proud sponsor of MLB.
The commercial, which debuted in select movie theaters, has a specifically designed music video feel and was directed by Chris Applebaum, who won the 2007 MTV Video Music Award for Video of the Year for Rihanna's "Umbrella." "Roosevelts" will continue to air on television via a 30-second edit throughout the summer. Various versions also are available online at tacobell.com. *View a one-minute version below.
The campaign, designed alongside agency partner Draftfcb, parodies a culture of excess and praises the value of change, as in actual dimes. The dime signifies the difference between Taco Bell's 89 cent hero product on its value menu and other QSR 99-cent value items. Instead of being "all about the Benjamins" ($100 bills), it's truly "all about the Roosevelts" (10 cents).
"We thought our value proposition would be best brought to light with a humorous take on excess," said David Ovens, chief marketing officer for Taco Bell Corp. "Having 'Roosevelts' as a long-form ad is perfect summer entertainment, its humor balanced by the reality that we are the value destination for those looking to trade up in taste and trade down in cost."
The 79-89-99 Why Pay More Value Menu gives customers the variety they seek. For 79 cents, they can enjoy the Cheese Roll-Up, Triple Layer Nachos and Cinnamon Twists. Joining the 89 cent Crunchy Taco this summer is the new Grilled Chicken Burrito, featuring creamy avocado ranch sauce, and a Chicken Soft Taco. The 99 cent menu features classics like the Soft Taco, Bean Burrito, Cheesy Double Beef Burrito and Caramel Apple Empanada.
Read also, Taco Bell kicks off first cinema ads.
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