Taco Bell Film Web of Fries by Deutsch Los Angeles

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Web of Fries

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Industry Fast food
Media Film
Market United States
Agency Deutsch Los Angeles
Chief Creative Officer Pete Favat
Associate Creative Director John Baker, Marcus Cross
Executive Creative Director Brett Craig
Creative Director Rich Ford, Ken Slater
Senior Art Director Jamie Kiersted
Copywriter Bobby O’Neill
Production Union Editorial
Director Joseph Kosinski
Released January 2018

Awards

Lions Communication 2018
Film Lions TV / Cinema > Retail Silver Lion

Credits & Description

Additional Info: Super Bowl LII / Super Bowl 52
Media: TV
Category: Restaurants & fast food
Client: Taco Bell
Agency: Deutsch LA
Production: Reset
Country: United States of America
Director: Joseph Kosinski
Chief Creative Officer: Pete Favat
Executive Creative Director: Brett Craig
Creative Director: Ken Slater
Creative Director: Rich Ford
Copywriter: Bobby O’Neill
Producer: Veronica Madrigal
Assoc Creative Director: Marcus Cross
Assoc Creative Director: John Baker
Senior Art Director: Jamie Kiersted
Executive Producer: Jen Beitler
Director of Integrated Production: Vic Palumbo
Executive Integrated Producer: Paul Roy
Senior Integrated Producer: Jamie Gartner
Music Director: Eryk Rich
Audio Producer: Chase Butters
Group Account Director: Walter Smith
Group Account Director: Matt Matzen
Account Director: Kristie Weston
Account Supervisor: Kelly Childers
Account Executive: Estevan Palomino
Account Executive: Jenny Wolf
Co-Director of Strategy: Lindsey Allison
Associate Strategy Director: Armando Potter
Director of Integrated Business Affairs: Abilino Guillermo
Executive Business Affairs Manager: Ken Rongey
Business Affairs Manager: Jade McAdams
Director or Broadcast Traffic: Carie Bonillo
Associate Broadcast Traffic Manger: Ana Barraza
Managing Director: Dave Morrison
Bidding: Jen Beitler
Head of Production: JP Colombo
Editorial Company
Production Company: Union Editorial
Editor: Jim Haygood
Executive Producer: Joe Ross
Production Company: Alt VFX
Executive Producer: Chris Fieldhouse
VFX Producer: Oden Roberts
Licensed/Composed Music, Credits and Track Info:
Mophonics – music house
Ashe & Spencer – music license
Audio Post Company:
Production Company: Lime
Executive Producer: Susie Boyajan
Mixer: Mark Meyuhas
Assistant Mixer: Peter Lapinski
Published: January 2018
Synopsis:
Taco Bell is finally selling french fries but why has it taken so long? Was there a government cover-up? Find out in this hilarious movie trailer spoof starring Josh Duhamel for Taco Bell's french fries called 'Web of Fries.'
Entry Summary
America is the land of fast food. And its capital is McDonald’s — home of the world’s most famous fries. Fries smothered in ketchup. But Taco Bell is a Mexican inspired restaurant, and fries have no place there. In fact, people think fries + Mexican = weird. In order for our fries to have a fighting chance with American consumers we had to put ourselves on the same playing field with McDonald’s and go straight for the leading competitor (and their fries). And because Taco Bell Nacho Fries are served with nacho cheese, we were even going to take a stab at ketchup, too. All executed in a way that played up America’s fascination with conspiracy theories. We’d break McDonald’s monopoly on fries by exposing their Web of Fries.
Brief Explanation
Taco Bell's new Nacho Fries stood to upset a “fry monopoly” the burger guys have enjoyed for years. A rabble-rouser shaking up the status quo? We’ve all seen that movie.
So, we made that movie. Sort of.
Enter “Web of Fries” -- a real trailer for a fake movie about an actual product, starring Josh Duhamel as a family man who innocently inquires why Taco Bell doesn’t have fries, and soon finds himself in the crosshairs of a sinister “Big Fries” conglomerate that will stop at nothing to keep Nacho Fries from upsetting their empire.
The “movie” was a blockbuster with fans. More importantly, so were the fries, which became Taco Bell’s most successful product launch ever, officially knocking Burger King out of the top 4 fast food restaurants.