Brand Also Reveals Details for Cantina Bell® Super Bowl Pre-Game
Commercial ‘LIVE MÁS® Monday’ Offers a Free Churros With Any
Purchase Following Super Bowl on Feb. 4
Get Ready to LIVE MÁS® during this year’s Super Bowl.
There’s no need to wait until Super Bowl Sunday to join 87 year-old
Bernie Goldblatt and friends on an epic nighttime adventure as today,
Taco Bell® is releasing its full 60-second Super Bowl commercial on the
brand’s YouTube channel (www.youtube.com/tacobell).
The brand commercial, “Viva Young,” will air towards the end of the
second quarter of the game broadcasted Feb. 3, 2013, on the CBS
Television Network. The spot will be bookended by a pre-game ad
launching the new Cantina Bell® Steak Burrito and a Facebook offer for a
free churro with any purchase on Feb. 4, LIVE MÁS® Monday.
In the brand’s first Super Bowl spot since 2010, created by Deutsch LA,
Goldblatt and friends will take viewers on an unforgettable journey
after “escaping” from their retirement home. The night starts off with a
dip in someone else’s swimming pool and then includes stops at a dance
club and tattoo parlor before heading to a Taco Bell for Fourthmeal.
They arrive back at the retirement home, unnoticed of course, right as
the sun is rising with “new friends” and many memories. The commercial
will be set to the music of Taco Bell® Feed the Beat® artist and
six-time GRAMMY® Award nominee fun.’s “We Are Young,” which will be sung
“By releasing “Viva Young” online before the Super Bowl, we’re rewarding
our biggest fans and bringing them inside the brand,” said Brian Niccol,
Chief Marketing & Innovation Officer, Taco Bell Corp. “We want to share
the spot with our Team Members, franchisees and online fans first so
they’re in the know before Super Bowl Sunday, so we can engage with them
in social and digital spaces.”
"There's a common misconception that to appeal to Millennials you have
to show Millennials. The reality is to appeal to them you simply need to
entertain and engage them. And that's what this entire integrated effort
does," said Mike Sheldon, CEO of Deutsch LA. Sheldon continues, "We've
all had an epic night out on the town followed by a trip to Taco Bell.
‘Viva Young' is a surprising and fresh way to remind people of that."
In addition to “Viva Young,” Taco Bell will also have a 30-second ad
supporting a new Steak Burrito on the chef-inspired Cantina Bell menu.
The spot, entitled “Grande Papi,” will be set to the 1994 hit song
entitled “Big Poppa,” and as a reflection of Taco Bell’s
Mexican-inspired heritage, will also be sung in Spanish. In the
commercial, a young father leaves his home with his infant child in his
front baby carrier, headed to Taco Bell to purchase the new Cantina
Bell® Steak Burrito, getting favorable looks and smiles from female
As an added benefit, the “Viva Young” spot will direct consumers to the
brand’s Facebook page to learn more about “LIVE MÁS® Monday,” a
post-game giveaway for a free churro with any purchase during regular
store hours on Monday, Feb. 4. Limit one per person per coupon while
supplies last at participating locations.
“We are always looking for ways to encourage our community to LIVE MÁS®
and thank our consumers for being so loyal, and we thought giving
something back to them was a great way to do just that,” added Niccol.
“For those who are already craving the start of the next football
season, why not reward yourself with a free churro from Taco Bell?”
On Jan. 18, Taco Bell released the prequel to “Viva Young,” an online
teaser entitled “Grandpa Goes Wild.” The teaser first introduced
Goldblatt, and showed him sneaking his suped-up motorized scooter into a
football stadium to let loose, do some tricks like making “donuts” on
the field, knocking over water coolers, yardage signs and a tackling
dummy, all while escaping from security. The teaser has received more
than 350,000 views and has gone viral.
The Super Bowl XLVII spot is being created by Deutsch LA, which has
recently joined Taco Bell's agency roster along with lead agency
About Taco Bell Corp.
Bell Corp., a subsidiary of Yum! Brands, Inc., (NYSE: YUM), is the
nation's leading Mexican-inspired quick service restaurant. Taco Bell
serves made to order and customizable tacos, burritos, and specialties
such as the exclusive Doritos®
Locos Tacos, gourmet inspired Cantina
Bell® Menu and lower calorie Fresco
Menu. The company encourages customers to “Live Más,” both through
its food and in ways such as its Feed
the Beat® music program and nonprofit organization, the Taco
for Teens. Taco Bell and its more than 350 franchise organization
have nearly 6,000 restaurants across the United States that proudly
serve more than 36 million customers every week.