Taco Bell – Viva Young

Après avoir dévoilé son teaser semaine dernière, Taco Bell nous offre aujourd’hui sa publicité pour le SuperBowl pour ce qui est sans doute la meilleure publicité de tout le lot d’annonceurs.

Après avoir vu le personnage Bernie Goldblatt à pleine balle sur un terrain de football américain, nous découvrons le reste de la soirée de Bernie dans la publicité, « Viva Young », en lien direct avec la signature de la marque, « Live Mas ». La publicité illustre la promesse de marque, allant plus loin que le teaser, montrant Goldblatt (âgé de 87 ans), et son « crew » en train de faire la fête comme s’il n’y avait pas de lendemain.



Certes l’idée de « Viva Young » n’est pas nouvelle (prendre des seniors comme on dit dans la publicité et leur faire réaliser des jeunes « réservés aux jeunes »), mais l’exécution ici fait la différence et permet à la marque d’émerger dans ce brouhaha grandissant qu’est la semaine précédant le SuperBowl.

La publicité, de Deutsch L.A., réalisée par Noam Muro, reprend la version espagnole de la chanson maintenant connue « We Are Young » de Fun & Janelle Monae, apparemment traduite par le concepteur-rédacteur de Deutsch L.A. via Google Translate !

Pour Taco Bell, cette publicité devrait permettre à la marque de toucher une audience encore plus large, des fameux « Millenials » amateurs de fast foot qui vont apprécier leur comportement révolutionnaire à travers les actes et qui donc se sentiront confortés dans leur personnalité, au reste de la population qui y verront peut-être une nouvelle vidéo de hipsters/YOLO traités de manière marrante et touchante… et si ça peut motiver certains de se bouger de leurs canapés, c’est tant mieux… surtout si c’est pour aller dans un Taco Bell !

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