Title | Circle Good! Hexagon Bad! |
Agency | Deutsch |
Campaign | Routine Republic |
Advertiser | Taco Bell |
Brand | Taco Bell |
Date of First Broadcast/Publication | 2015 / 3 |
Business Sector | Restaurants & Fast Food |
Tagline | the next generation of breakfast |
Story | Egg McMuffins aren't just mediocre pastries stuffed with microwaved eggs, bright yellow cheese and ham product. They are a form of tyranny.That, at least, is the upshot of "Routine Republic," a riveting and surreal new Taco Bell campaign from Deutsch. A year after the agency cheekily hired a bunch of guys named Ronald McDonald to celebrate the Mexican-themed fast-food chain's first foray into breakfast, the shots at the Golden Arches are barely masked. |
Philosophy | In the three-minute centerpiece ad below, McDonald's affable but intrinsically creepy mascot is reimagined as a sunken-eyed Stalinist clown (though perhaps bearing closer resemblance to Mao). He rules over a small army of look-alikes and an oppressed proletariat in a decrepit, cloistered city with a beefy security apparatus. Run-of-the-mill breakfast sandwiches are his preferred method of subjugation. Taco Bell, meanwhile—aided by "Blitzkrieg Bop," the universal theme song of teenage rebels in the late '70s (so perhaps an appropriate foil for a geopolitically themed bogeyman and/or Bond villain of roughly the same generation)—is the champion of non-conformists, who simply want hexagonal, instead of circular, breakfast foods. The spot even delivers the added gut punch of twisting McD's promise of happiness (on which the burger chain's advertising loves to harp) into a nefarious lie—a drab, gray, industrial (read: overprocessed) landscape (because those A.M. Crunch Wraps are surely only made with the freshest of organic, local ingredients). |
Media Type | |
More Information | routinerepublic.com |
Special Effects / VFX | A52 Visual Effects |
Colorist | Paul Yacono |
Motion Design Director | Jason Porter |
Director of Integrated Production | Vic Palumbo |
Editor | Jim Haygood |
Executive Producer | Marc Marrie |
Managing Partner | Marc Marrie |
Design Director | Nathan Iverson |
Art Director | Earl Burnley |
Flame Artist | Hugh Seville |
Illustrator | Paul Rogers |
Routine Rules Poster | Paul Rogers |
Executive Creative Director | Brett Craig |
Senior Copywriter | Chris Pouy |
Group Account Director | Walter Smith |
Director of Integrated Business Affairs | Abilino Guillermo |
Senior Business Affairs Manager | Ken Rongey |
CEO North America | Mike Sheldon |
President Los Angeles | Kim Getty |
Director of Photography (DOP) | Germain McMicking |
Chief Digital Officer | Winston Binch |
Director | Michael Spiccia |
Producer | Matt Johnson |
Flame Artist | Jesse Monsour |
Creative Director | Scott Clark |
Music Director | Dave Rocco |
Account Supervisor | Krista Slocum |
Flame Artist | Christel Hazard |
Group Creative Director | Tom Pettus |
VP/Group Creative Director | Tom Pettus |
Chief Creative Officer | Pete Favat |
Senior Art Director | Jeremiah Wassom |
EP / Producer | Ben Scandrett-Smith |
Executive Producer | Rob McCool |
Flame Artist | Richard Hirst |
VFX Supervisor/Lead Flame Artist | Andy McKenna |
Head of Production | Katie Overcash |
Roto | Tiffany Germann |
CG Artist | Joe Paniagua |
CG Artist | Jose Limon |
Executive Producer | Patrick Nugent |
Executive Creative Director | Vincenzo LoRusso |
Creative Director | Mike Goldstein |
Executive Producer | Vicki Ordeshook |
Brand Experience | Ashley Prollamante |
Chief Marketing Officer | Chris Brandt |
Brand Creative Director | Tracee Larocca |
VP | Tracee Larocca |
Director of Advertising | Aron North |
Manager | Ashley Prollamante |
Food Consultant | Carolyn Avelino |
Creative Director | Pat Almaguer |
Executive Producer | Paul Roy |
Producer | Damon Vinyard |
Associate Music Producer | Eryk Rich |
Designer | Erin Burrell |
Account Director | Katie Klages |
Account Executive | Kaitlin Tabar |
Chief Strategy Officer | Colin Drummond |
Group Planning Director | Jill Burgeson |
Group Planning Director | Lindsey Allison |
Senior Account Planner | Kelly Mertesdorf |
Associate Business Traffic Manager | Missy Stella |
Senior Broadcast Traffic Manager | Sarah Freeark |
Managing Director | Mal Ward |
Partner | Mal Ward |
Head of Production | Christa Skotland |
Assistant Editor | Anil Baral |
President/Managing Partner | Michael Raimondi |
Flame Artist | Andres Barrios |
Flame Artist | Steven Wolff |
Flame Artist | Pat Murphy |
Flame Artist | Chris Moore |
Flame Artist | Dan Ellis |
Flame Artist | Enid Dalcoff |
Flame Artist | Michael Vagliently |
Flame Artist | Michael Plescia |
Head of 3D | Kirk Shinatni |
CG Supervisor | John Cherniack |
CG Artist | Chris Janney |
CG Artists | Wendy Klien |
CG Artist | Vivian Suppa |
CG Artist | Josephine Kahng |
CG Artist | Ian Ruhfass |
CG Tracking | Michael Cardenas |
CG Tracking | Michael Bettinardi |
CG Tracking | Joseph Chiechi |
Animation/3D | Alan Chen |
Animation | Trix Taylor |
Animation/3D | Tae-Kyu Kim |
Animation/3D | Lucy Kim |
Animation/3D | Jeffrey Jeong |
Head of Production | Kim Christensen |
Executive Producer | Jennifer Sofio Hall |
Producer | Stacy Kessler-Aungst |
Executive Producer | Ted Markovic |
MOTION DESIGN | Luis de Leon |
Mixer | Chase Butters |
Producer | Anna Vegezzi |
Agent | Sally Heflin (Heflin Reps) |
Other | The Ramones "Blitzkrieg Bop" |