Via Deutsch LA, the :60 second Live Mas spot is titled “Viva Young” is scheduled to debut during the third quarter of the game on 2/3. In the spot, main character, 87 year-old Bernie Goldblatt, along with his friends, will take viewers on an unforgettable night depicting that anyone at any age can Live Mas. The commercial will be set to the music of Taco Bell Feed the Beat artist and six-time Grammy Award nominee fun’s “We Are Young,” which will be sung in Spanish.
“Our hope is that our consumers will see themselves in this ad. They tell us that Taco Bell is about memories and experiences, and things they like to share with their friends,” said Brian Niccol, Chief Marketing & Innovation Officer, Taco Bell. “We believe that advertising on the world biggest stage, the Super Bowl, was the ideal way to share these experiences with our fans, while also providing further context into the mindset of Taco Bell and what it means to Live Mas.”
Taco Bell fans and consumers can also find out more about “Goldblatt” through the online teaser that is being released on the brand’s YouTube channel (www.youtube.com/tacobell) entitled “Grandpa Goes Wild.” The teaser shows Goldblatt sneaking his suped-up motorized scooter into a football stadium to let loose, do some tricks like making “donuts” on the field, knocking over water coolers, yardage signs and a tackling dummy, all while escaping from security. The teaser gives consumers a deeper look into the Live Mas personality of the Taco Bell’s Super Bowl spot’s main character.
See the teaser here:
The last time Taco Bell advertised during the Super Bowl was during the 2010 game and the ad supported the brand’s $5 Big Box.
RBR-TVBR observation: The teaser spot is done with the music of House of Pain’s “Jump Around”—pretty much perfect audio to go with this funny and tasteful spot. If this is the theme of the main spot for the game, it should do well. The Live Mas campaign has thus far focused on reaching mostly younger demos. We’re not saying this one specifically targets older demos, but it should do a good job reaching them. They are a big chunk of QSR business, and growing every day due to tighter budgets and the aging Baby Boomer bubble.