Taco Bell - Routine Republic

When you think of fast food ads, you think of happy people who look like they don't eat too much fast food doing vague lifestyle-orientated activities. The goal is, presumably, to misdirect your attention from foods that can easily hit your recommended daily allowance in one meal. But Taco Bell in the US have taken it one step further with this campaign by Deutsch - aiming to break the breakfast tyranny of a certain happy clown and his burgers. Is this a bit too serious for fast food? Maybe... It certainly makes a statement though.

Check out the launch video below.

https://youtu.be/kuap4wIGSLg

Broody, great grading, washed out art direction - we think it's good!

We also loved the print ads for the campaign, drawing loads of inspiration from propaganda posters to bring this fascist fast food state to life.