If you’re going to introduce a new breakfast menu to a country used to eating breakfast a certain way, what better spokesman than a guy named Ronald McDonald? In a new campaign for Taco Bell’s breakfast menu, which is launching nationwide today, we found 25 real Ronald McDonalds and invited them to try Taco Bell breakfast—and they loved it.
The 25 Ronalds in “Wake Up, Live Más” are real people, found by talent agencies that specialize in non-actors for things like reality shows. The agencies combed through social media, including Facebook and LinkedIn, to find our stars. Some of the Ronalds, who’ve been teased about their names their whole lives, thought it was a prank call.
“Wake Up, Live Más” was shot by Oscar-winning documentarian Errol Morris in order to bring a documentary style to the ad and help these non-actors open up on camera.
“The advertising had to have a scale that befitted the challenge of launching an entirely new day-part for Taco Bell. Something that had food and price wasn’t enough,” says Deutsch LA CEO Mike Sheldon. “It had to be something that caused a cultural conversation about what we eat for breakfast.”
Creative Credits:
Client: Taco Bell
Chief Marketing Officer: Chris Brandt
Brand Creative Director: Tracee Larocca
Director, Brand Experience: Aron North
Manager, Brand Experience: Ashley Prollamante
Agency: Deutsch L.A.
Chief Creative Officer: Pete Favat
Executive Creative Director: Brett Craig
Experiential Executive Creative Director: Daniel Chu
Creative Director: Jason Karley
Creative Director: Josh DiMarcantonio
Integrated Creative Director: Xavier Teo
Senior Art Director: Jeremiah Wassom
Senior Copywriter: Armando Samuels
Experiential ACD: Amy Boe
Experiential Copywriter: Catharine Ogletree
Director of Integrated Production: Vic Palumbo
Executive Producer: Paul Roy
Senior Producer: Alison McMahon
Music Supervisor: Dave Rocco
Production: Moxie Pictures
Director: Errol Morris
Director of Photography: Dariusz Wolski
Executive Producer: Robert Fernandez
Line Producer: Julie Ahlberg
1st A.D.: Rick Lange
Editorial: Rock Paper Scissors
Editor: Grant Surmi
Assistant Editor: Arielle Zakowski
Executive Producer: Carol Lynn Weaver
Producer: Shada Shariatzadeh
Post Facility: a52
Colorist: Paul Yacono
VFX Supervisor: Andy Barrios
Lead Flame Artist: Brendan Crockett
Executive Producer: Megan Meloth
Producer: Meredith Cherniack
Music: Kusiak Music
Composer: John Kusiak
Audio Post: Lime Studios
Mixer: Mark Meyuhas
Assistant: Matt Milller
Producer: Jessica Locke
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