Darren Criss has cemented his post-Glee and American Crime story fame with a starring role in Taco Bell’s ‘Chasing Gold,’ a film trailer and song professing love for Nacho Fries.
The Nacho Fries, now on menus nationwide for a limited time, is a fan-favorite item. The brand’s Live Más Productions decided to put people’s obsession with the spiced fries with nacho cheese into a film trailer and song sung by Criss.
The plot of the trailer shows Criss as singer Zack Collins, who passionately sings about his love for Nacho Fries and is discovered by a talent scout, played by Chris Diamantopoulos, who makes him a star. It follows the emotional journey Collins endures when he realizes that sometimes love, like Nacho Fries, only lasts for a limited time. There are broken televisions and a burning piano to drive home the drama.
The song is a cheesy power love ballad that would sound at home on the American Idol finals.
Taco Bell’s global chief brand officer, Marisa Thalberg, stated in a release: “We’re excited to bring back such an adored menu item for our fans and, this time, fully immerse ourselves into the music space with ‘Chasing Gold.’ Our fans have come to expect these big budget trailers with every Nacho Fries launch and this time, we wanted to surprise them, adding a song as good as our Nacho Fries that they soon won’t be able to forget.”
The integrated campaign, by Deutsch, includes TV, radio, digital and social elements and that will run through the summer.
“Taco Bell fans continue to go through this emotional rollercoaster when Nacho Fries disappear and reappear on the menu,” said Brett Craig, chief creative officer, Deutsch Los Angeles. “We leaned into this to create a rise-and-fall love ballad all about Nacho Fries that will leave people wanting to hear more…from Darren Criss because he is a ridiculously good singer.”
See the work by clicking on the Creative Works box below.