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Taco Bell Super Bowl spot’s seniors “Live Más”

Irvine-based fast food chain introduces its Super Bowl spot’s main character in teaser trailer

by Elizabeth LeePublished: February 04, 2013 08:45 AM

Yesterday, more than 110 million viewers were introduced to Taco Bell’s new “Live Más” character, 87-year-old Bernie Goldblatt. The 60-second Super Bowl commercial officially premiered during the third quarter of the game on Sunday, titled “Viva Young” and set to a Spanish version of Taco Bell Feed the Beat artist fun.’s “We Are Young.”

The Mexican-inspired fast food chain first revealed the character in a 60-second online teaser. The trailer, entitled “Grandpa Goes Wild” features Goldblatt sneaking his motorized scooter into a football stadium and evading security while letting loose and having fun. The company showcases its Super Bowl spot’s main character to give consumers and fans a deeper look into Goldblatt’s personality. Furthermore, with Goldblatt knocking over water coolers, yardage signs, and even a tackling dummy with his scooter, the brand wants to prove to its viewers that anyone, regardless of their age, can Live Más.

“Our hope is that our consumers will see themselves in this ad,” said Brian Niccol, the chain’s chief marketing and innovation officer. After seeing the importance of customer participation in the marketing success of the Doritos Locos Tacos that launched last year, Niccol explains that to customers, Taco Bell is about memories and experiences. “We believe that advertising on the world biggest stage, the Super Bowl, was the ideal way to share these experiences with our fans, while also providing further context into the mindset of Taco Bell and what it means to Live Más.”    

Taco Bell’s Super Bowl XLVII spot and campaign teaser are both created by Deutsch LA, which has recently joined Taco Bell’s advertising roster. The last time the company advertised during the Super Bowl was in 2010, with an ad promoting its $5 Big Box.


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