| Titre | Circle Good! Hexagon Bad! |
| Agence | Deutsch |
| Campagne | Routine Republic |
| Annonceur | Taco Bell |
| Marque | Taco Bell |
| Date de première diffusion/publication | 2015 / 3 |
| Secteur d'activité | Chaînes de fast-food & de restaurants |
| Slogan | the next generation of breakfast |
| Synopsis | 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. |
| Philosophie | 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). |
| Type de média | Presse & publications |
| Plus d'info | routinerepublic.com |
| Effets spéciaux | A52 Visual Effects |
| Coloriste | Paul Yacono |
| Motion Design Director | Jason Porter |
| Director of Integrated Production | Vic Palumbo |
| Monteur | Jim Haygood |
| Producteur exécutif | Marc Marrie |
| Directeur associé | Marc Marrie |
| Design Director | Nathan Iverson |
| Directeur artistique | Earl Burnley |
| Flame Artist | Hugh Seville |
| Illustrateur | Paul Rogers |
| Routine Rules Poster | Paul Rogers |
| Directeur de la création | 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 |
| Directeur de la photo | Germain McMicking |
| Chief Digital Officer | Winston Binch |
| Réalisateur | Michael Spiccia |
| Producteur | Matt Johnson |
| Flame Artist | Jesse Monsour |
| Directeur de création | Scott Clark |
| Music Director | Dave Rocco |
| Chef de groupe | Krista Slocum |
| Flame Artist | Christel Hazard |
| Directeur de création groupe | Tom Pettus |
| VP/Group Creative Director | Tom Pettus |
| Responsable de la création | Pete Favat |
| Senior Art Director | Jeremiah Wassom |
| EP / Producer | Ben Scandrett-Smith |
| Producteur exécutif | Rob McCool |
| Flame Artist | Richard Hirst |
| VFX Supervisor/Lead Flame Artist | Andy McKenna |
| Responsable de la production | Katie Overcash |
| Roto | Tiffany Germann |
| CG Artist | Joe Paniagua |
| CG Artist | Jose Limon |
| Producteur exécutif | Patrick Nugent |
| Directeur de la création | Vincenzo LoRusso |
| Directeur de création | Mike Goldstein |
| Producteur exécutif | 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 |
| Directeur de création | Pat Almaguer |
| Producteur exécutif | Paul Roy |
| Producteur | Damon Vinyard |
| Associate Music Producer | Eryk Rich |
| Designer | Erin Burrell |
| Directeur de clientèle | Katie Klages |
| Chef de groupe | Kaitlin Tabar |
| Responsable de la stratégie | 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 |
| Directeur Général | Mal Ward |
| Partner | Mal Ward |
| Responsable de la production | Christa Skotland |
| Assistant Monteur | 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 |
| Création d'image | Alan Chen |
| Animation | Trix Taylor |
| Création d'image | Tae-Kyu Kim |
| Création d'image | Lucy Kim |
| Création d'image | Jeffrey Jeong |
| Responsable de la production | Kim Christensen |
| Producteur exécutif | Jennifer Sofio Hall |
| Producteur | Stacy Kessler-Aungst |
| Producteur exécutif | Ted Markovic |
| Motion design | Luis de Leon |
| Mixer | Chase Butters |
| Producteur | Anna Vegezzi |
| Agent | Sally Heflin (Heflin Reps) |
| Other | The Ramones "Blitzkrieg Bop" |
Plus de réalisations
VOIR TOUSRetrieval
- MARQUE:
- Nacho Fries
- AGENCE:
- Deutsch
Self-Employed
- MARQUE:
- Diet Dr Pepper
- AGENCE:
- Deutsch