Viva Young by Deutsch Los Angeles for Taco Bell

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Viva Young

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Industry Fast food
Media Film
Market United States
Agency Deutsch Los Angeles
Director Noam Murro
Creative Director Brett Craig
Art Director Gordy Sang
Copywriter Brian Siedband
Producer Shawn Lacy Tessaro, Colleen O’Donnell
Account Supervisor Walter Smith, Amanda Rantuccio
Editor Ted Guard @ The Quarry
Released February 2013

Awards

AICP Show, 2013
MUSICAL ARRANGEMENT - Shortlist

Credits & Description

Advertiser: TACO BELL
Agency: DEUTSCH
Category: Restaurants & Fast Food Outlets
Advertising campaign: VIVA YOUNG
Sound Design/Arrangement: 740 Sound
Post Production: A52
Copywriter: Brian Siedband (Senior Copywriter)
Producer: Colleen O'Donnell (Executive Producer)
Music: Fun.
Agency Producer: Kacey Hart
Chief Creative Officer: Mark Hunter
Agency Producer: Paul Roy
Editing Company: Rock Paper Scissors
Agency Producer: Victoria Guenier
Agency Producer: Vic Palumbo
Account Supervisor: Walter Smith (Group Account Director)
Account Supervisor: Amanda Rantuccio
Creative Director: Brett Craig (Group Creative Director)
Advertiser's Supervisor: Brand Experience)
Art Director: Gordy Sang (Senior Art Director)
Planner: Jeffrey Blish (Chief Strategic Officer)
Lighting: Len Levine
Cameraman: Niranjan Martin
Director: Noam Murro
Producer: Shawn Lacy (Managing Director)
Cinematographer: Simon Duggan
Editor: Ted Guard
Director Of Photography: Simon Duggan
Advertiser's Supervisor: Tracee Larocca (Senior Director
Music: We Are Young

Brief Explanation
We wanted to be honest about who Taco Bell really is -- an American fast-food icon serving Mexican-inspired dishes…which could only be the result of this totally unique Spanglish fusion. Even their tagline -LIVE MAS- is part English and part Español. So we set out to celebrate LIVE MAS in a way that only a cultural mash-up like Taco Bell can. We brought to life an epic, all-night rager that ends at Taco Bell (as most epic, all-night ragers do), set to Fun’s Grammy-winning anthem “We Are Young” performed in Spanish. It’s the kind of wild night we've all experienced when we were younger. Only in our story, the people aren't young. It’s a group of octogenarians – the people you’d least expect to see LIVING MAS – breaking out of their retirement home to live like there’s no tomorrow. Because no matter how much you've lived, you’re never too old to LIVE MAS.