To launch Taco Bell’s biggest product yet, the Quesalupa, we got everyone talking by, well, not talking.
It started with a redacted press release from Taco Bell.
These teasers indicated that not even the celebs and influencers of our Superbowl commercials knew.
We then told people they could preorder “our next Big Idea”. And 60,000 people did. And they didn’t even know what “it” was. People then shared “it” in social.
If you blind pre-ordered the “big idea”, you got the Quesalupa two days earlier than everyone else. Feeling like insiders, this encouraged passionate Taco Bell fans to share since they were the first to discover that the mystery in the box was indeed the Quesalupa.
Unlike most advertisers, we saved revealing “the big idea” to the larger national audience till Superbowl Sunday, when we dropped this over-the-top, tongue-in-cheek film.
HACKING THE SUPERBOWL: SUPERBOWL LOCAL MARKET ADS
Breaking through on Superbowl is challenging with all the noise. So we also invaded local markets across the country by hiring local market ad celebrities and taking over their ads. Click the adweek article to check it out.
TACO BELL SUPERBOWL 2013
In our first work for Taco Bell, we created a brand film that would help define what Live Mas was all about. In ended up becoming a Super Bowl spot called “Viva Young”. But before it dropped on the Superbowl, we teased it with this film:
After introducing the fearless leader of our old school Live Mas posse, Bernie Goldblatt, this spot then aired in the second quarter of the Super Bowl.
Some of the accolades the spot garnered: