If you didn’t think Ronald McDonald could get creepier, think again. Taco Bell’s new ad campaign features a demented McDictator clown who rules over a depressed set of people within a walled city. Within a setting that could be straight out of District 12 in the Hunger Games, people are lined up for mediocre breakfasts. All breakfasts are the same, which is echoed in audio announcements piped around the town. “Routine is delicious. Same, same, same,” a woman’s voice says repeatedly.
That greyish sameness continues until two people are rebellious enough to fight back. Cue “Blitzreig Bop” and a chase scene featuring a creepy clown army. Eventually, our two rebels succeed and make it out of the walled city and to the Promised Land for what else…Taco Bell breakfast.
In addition to the video execution, I have to give the Deutsch and Taco Bell teams kudos on the posters appearing within the ad. They contribute to the theme and to the Communist motifs throughout. These posters set the brand up for some interesting print or even out-of-home executions that can really tie the campaign together across channels. Well done.