Taco Bell introduces campaign that pokes fun at traditional fast-food breakfast items
Fast-food chain Taco Bell has rolled out a breakfast campaign called ‘Breakfast Defectors’ to introduce new menu items including the Biscuit Taco and Mountain Dew Kickstart.
The ads, created by Deutsch LA, shine a harsh light on rival McDonald’s more traditional breakfast sandwiches. Last year, Taco Bell made its debut into the breakfast market with a campaign that featured real-life Ronald McDonalds enjoying Taco Bell.
In the style of a government propaganda film, a three-minute spot entitled ‘Routine Republic’ features a young man and woman as they escape their gloomy town in search of a better breakfast – which they find at Taco Bell.
The video features a clown dictator who promotes the “same breakfast and same routine,” an obvious reference to Ronald McDonald.
Initial airings of a sixty-second version of the film will air during MTV’s ‘The Challenge’ finale, ABC Family’s ‘Pretty Little Liars’ finale, and AMC’s ‘The Walking Dead’ finale.
Rolling out over the next month, the campaign will also feature out-of-home elements in New York City and Los Angeles.
Four ‘Breakfast Defector’ TV spots will also go live later in the week, featuring testimonials from people who have defected to Taco Bell’s Breakfast.