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Director Michel Gondry Shares the Love for 'Taco Lover's Pass' Campaign

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Taco Bell and Deutsch LA partner with director Michel Gondry for their latest campaign

Director Michel Gondry Shares the Love for 'Taco Lover's Pass' Campaign

After a year of firsts, Taco Bell is at it again with another banger to satiate fan cravings for more. Taking the ‘Tuesday’ out of 'Taco Tuesday', the brand just introduced 'The Taco Lover’s Pass,' allowing fans to redeem one of seven iconic tacos a day for 30 consecutive days at participating US locations, all for the price of $10* exclusively in the Taco Bell app. Whether you’re at a bonfire, a friend’s wedding, the day’s one-millionth Zoom meeting, or a snazzy new Taco Bell location, it's always taco time– even if it’s not Tuesday!

The Taco Lover’s Pass and Taco Bell’s dedication to providing fans with the ultimate brand experience inspired Deutsch LA to team up with the renowned director Michel Gondry, best known for his work on 'Eternal Sunshine of the Spotless Mind'. The campaign reimagines the brand as more than a quick late-night go-to. In 30-seconds, the creatively risk-taking director takes us through a flipbook, watching a woman enjoy a taco through various moments of her life. Taco Bell becomes more than just an average food-chain; it's a meal that can be enjoyed in just about every moment because there’s literally a taco for every moment.

This campaign follows after a successful trial run of the program in Tucson, AZ, which resulted in an uptick in store visits per month, 20% renewal rate, as well as an additional 20% influx of new pass sign-ups.

What would you order from Taco Bell if you could order a taco a day for 30 days?

Taco Bell's Taco Lovers Pass
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Global Chief Brand Officer: Sean Tresvant

Global Brand Creative: Tracee Larocca

Sr. Director, Advertising: Ashley Prollamante

Sr. Manager, Advertising: Amanda Barbosa

Associate Manager, Brand Experience: Eddy Perezic

Sr. Social Media Strategist: Madia Aymerich

Technical Advisor: Carolyn Avelino

Deutsch LA

Executive Creative Director: Bea Danger

Creative Director: Jeremiah Wassom

Associate Creative Director: Shannon Smith

Associate Creative Director: Mike McGuire

Senior Art Director: Will Holmes

Senior Copywriter: Ryan Niland


Group Strategy Director: Kelsey Karson

Strategy Director: Nevada Carney


Executive Integrated Producer: Paul Roy

Senior Broadcast Producer: Julie Rousseau

Music Director: Chip Herter

Music Coordinator: Will Eichler

Executive Business Affairs Manager: Ken Rongey

Associate Business Affairs Manager: Katrina Parker

Senior Broadcast Traffic Manager: Courtney Tylka

Broadcast Traffic Manager: Ana Barraza

PRODUCTION: Partizan Entertainment

Director: Michel Gondry

Managing Director / Executive Producer: Lisa Tauscher

Executive Producer: Kimi Porter Thomas

Head of Production: Ani Mikirdichian

Producer: Raffi Adlan

DP: Shawn Kim


Group Account Director: Matt Matzen

Account Director: Britt Luhrsen

Account Supervisor: Stef Rust

Account Executive: Jackson Lansbury

Account Executive: Racine Drageset


EDITORIAL: Nomad Editorial

Editor: Jai Shukla

Post Producer: Laura O’Shea


VFX: Pariah

MD/EP: Mark Tobin

HOP: Michael Steinman

VFX Supervisor: Pat Murphy

Creative Director: Glyn Tebbutt



Colorist: Stefan Sonnenfeld

Genres: Storytelling

Categories: Food, Restaurant

Deutsch LA, Wed, 23 Feb 2022 17:28:19 GMT