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Taco Bell and Deutsch LA are Skipping the Overhype in New Quesalupa Campaign

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Spot directed by Adam Stevens proves that once fans see the cheese, it'll be all the hype they need

Taco Bell and Deutsch LA are Skipping the Overhype in New Quesalupa Campaign

Taco Bell is no stranger to rocking the quick-service restaurant industry with its innovative menu items, and the 2016 introduction of the Quesalupa was no exception. After years of perfecting the recipes, the geniuses behind Taco Bell's test kitchen are finally bringing it back. During its debut, the Quesalupa wowed cheese lovers everywhere and was one of the brand’s biggest limited-time offers in history. But with a new campaign from Deutsch LA, it’s back - and more craveable than ever, with 50 percent more cheese inside its famous double-layered shell. 

The journey of transforming a chalupa to Quesalupa starts with stuffing the famously crispy chalupa shell with a blend of melted pepper jack and mozzarella cheeses from edge-to-edge - the recipe for an epicly cheesy experience. Inside are Taco Bell’s signature flavors including seasoned beef, crispy lettuce, shredded cheddar cheese, fresh diced tomatoes and cool reduced fat sour cream.

The Quesalupa was originally launched with a star-studded campaign titled, 'Bigger Than' in 2016. This time around, Taco Bell is bringing it back with an all-new campaign titled, 'Overhyped'. Because sometimes there’s just a little too much overhype in the world, the brand is skipping the theatrics, pyrotechnics and elitist attitudes, and instead, simply letting fans know the Quesalupa is back with one message: “We think you’ll like it.” After all, once fans taste the irresistibly cheesy shell, it will be all the hype they need. Made in collaboration with creative agency Deutsch LA, the integrated campaign includes a 30-second, two 15-second and digital/social elements, including leaning into the time warp TikTok trend to show just how cheesy the Quesalupa really is.

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Client Credits:

VP, Marketing Activation: Sasha Wolfe

Director, Advertising: Ashley Prollamante

Associate Manager: Kristen Powell

Food Consultant: Carolyn Avelino

Deutsch LA Credits and Titles:

Creative Credits:

Creative Director: Daniel Chen

Creative Director: Stephanie Kohnen

Art Director: Karter Krasselt

Copy Writer: Ryan Siepert

Executive Production: Paul Roy

Senior Producer: Chris Schaldenbrand

Music Director: Chip Herter

Music Coordinator: Will Eichler

Account Management Credits:

Group Account Director: Matt Matzen

Account Director: Kelly Childers

Account Supervisor: Natalie Brock

Account Executive: Avery Bellis

Assistant Account Executive: Brynn Haworth

Account Planning:

Group Strategy Director: Kelsey Karson

Strategy Director: Iyana Sarrafieh

Strategist: Karina Azevedo

Digital Design

Design Director: Jean-Lou Renoux

Associate Design Director: Erica Park

Business Affairs/Traffic:

Executive Business Affairs: Ken Rongey

Business Affairs Manager: Kevin Nickles

Director or Traffic Operations: Carie Bonillo

Executive Broadcast Traffic Manager: Courtney Tylka

Senior Broadcast Traffic Manager : Ana Barraza

Live Action Production Company

Production Company Name: Good Oil

Director: Adam Stevens

Partner, Managing Director: Matt Long

Partner/Executive Producer: Juliet Bishop

Editorial Company

Editorial Company Name: Work Editorial

Editor: Nick Rondeau

Assistant Editor: Josh Sasson

Executive Producer: Marlo Baird

Producer: Brian Scharwath

Post Facility Color

Color House Name: Apache

Managing Director: LaRue Anderson

Head of Production: Stefanie Schaldenbrand

Colorist: Arianna Shining Star


VFX Company Name: ALT VFX

Executive Producer: Chris Fieldhouse

Licensed/Composed Music, Credits and Track Info:

Track: Overture

Performed by Max Cameron Concors
Composed by Max Cameron Concors
Courtesy of APM

Audio Post Company:

Production Company Name: Lime Studios

Executive Producer: Susie Boyajan

Producer: Kayla Mashburn

Mixer: Matt Miller

Assistant Mixer: Ian Connie

Genres: Comedy

Categories: Fast food, Retail and Restaurants

Deutsch LA, Thu, 11 Mar 2021 10:47:01 GMT