Taco Bell Launches 'World's Hottest Idea'

Deutsch LA has created two spots to demonstrate just how hot its new Fiery DLT is—in two languages.

 
In “The World’s Hottest Idea,” a series of characters debate the next Taco Bell DLT favor, oblivious to the fact that they are surrounded by fire themselves. Most of the fire was shot on camera as practical effects, and the scene with the steelworkers was shot in a foundry that had almost burned down three days before.

 

 
The ad was shot by Matt Aselton, who also shot PlayStation’s “Cubs Win” for Deutsch LA. One more production detail: The movie marquee in the last frame, “Gordy and Brian Take on Delaware,” refers to the creative team who created only this spot—and Glencobrooke is the name of the theater in this ad as well as the retirement home in their Super Bowl commercial for Taco Bell, Viva Young.

 
“No Pican” is the first commercial from the Deutsch LAtino multicultural marketing practice, and will be targeting Latino audiences on networks such as Telemundo and Univision. In the spot, shown here with subtitles, people eating the Fiery DLT try to deny that the taco is spicy with increasingly elaborate excuses. The ad is directed by Esteban Sapir, an Argentinean film and commercial director.

 

Jeff Sweat
SVP, Director of Communications
p. 310.862.3741
m. 323.327.3069
@deutschinc
www.deutschinc.com
Deutsch LA

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5454 Beethoven Street
Los Angeles, CA 90066

 
World's Hottest Idea
Client’s Company Name and Address:
Taco Bell
1 Glen Bell Way
Irvine, CA  92618
 
Assignment:
TV spots for 2013
 
Name/Length of Spots: 
Product:  Fiery DLT   Spot Title: Worlds Hottest Idea :30
Product:  Fiery DLT   Spot Title: Worlds Hottest Idea  :15
 
Media Flight:
6 Weeks
 
Client Credits:
§  President: Brian Niccol
§  Chief Marketing & Innovation Officer: Chris Brandt
§  Brand Creative Director: Tracee LaRocca

•    Senior Manager, Brand Experience: Aron North
•    Manager, Brand Experience: Ashley Prollamante
 
Deutsch Creative Credits and Titles:

•    Group Creative Director: Brett Craig
•    Creative Director: Jason Karley
•    Creative Director:  Josh DiMarcantonio
•    Senior Art Director:  Gordy Sang
•    Senior Copywriter:  Brian Siedband
•    Director of Integrated Production: Vic Palumbo
§  Executive Producer: Paul Roy
§  Senior Producer:  Mila Davis
§  Music Supervisor: Dave Rocco
 
Production Company
            Arts and Sciences in Los Angeles, CA

•    Director: Matt Aselton
•    Director of Photography: Nigel Bluck
•    Executive Producer:  Marc Marrie
•    Managing Director: Mal Ward
•    Line Producer: Scott Kaplan
•    1st A.D.: Craig Pinckes
 
Editorial Company
            Cut and Run in Santa Monica, CA

•    Editor(s):   Jay Nelson
•    Assistant Editor(s): Luke McIntosh and Sean Stender
•    Senior Producer:  Amburr Faris
•    Executive Producer:  Carr Schilling
 
Post Facility
            MPC in Santa Monica, CA

•    Colorist:  Ricky Gausis
 
Visual effects Company 
            Method in Santa Monica, CA

•    VFX and Online Artist: Jason Frank
•    VFX Assistant Artists: Patrick Vollkommer
•    Creative Director: Claus Hansen
•    Producer:  Stephanie Alllis
 
Music/Composer
Massive Music in LA, CA (Music Festival scene only)
AFM Stock Music (Airbrushing scene only)
 
Sound Designer Company
            740 Sound Design LA, CA

•    Sound Designer: Rommel Mollina
•    Assoc Producer:  Jeff Martin
•    Executive Producer:  Scott Ganary
 
Audio Post Company

•    Lime Studios, Santa Monica, CA
•    Mixer:  Rohan Young
•    Assistant:  Patrick Navarre
•    Executive Producer:  Jessica Locke
 
Shoot Location/s
Day 1-Foundry - 6009 Santa Fe Ave Huntington Park, CA 90255
Day 2- Disney Back Lot @ Golden Oak Ranch - 19802 Placerita Canyon Rd,
 
End Tag Mnemonic:
Method Studios-Santa Monica, CA
Executive Producer:  Robert Owens
 
Additional Deutsch Credits:
 
§  Chief Executive Officer: Mike Sheldon

Account Management Credits:
§  Group Account Director:  Walter Smith
§  Account Directors: Amanda Rantuccio
§  Account Directors: Christi Johnson
§  Account Supervisor:  Steve Scutellaro
§  Account Executive:  McKenna Pickett
 
 
Account Planners: 
§  Chief Strategic Officer: Jeffrey Blish
§  Group Planning Director: Christian Cocker
 
Traffic/Business Affairs:
§  Director of Business Affairs: Abilino Guillermo
§  Senior Business Affairs Manager:  Ken Rongey
§  Business Affairs Manager:  Nestor Gandia
§  Director or Broadcast Traffic:  Carie Bonillo
§  Broadcast Traffic Manager:  Sarah Brennan
 
No Pican
Client’s Company Name and Address:
Taco Bell
1 Glen Bell Way
Irvine, CA 92618
 
Assignment:
Fiery DLT Multicultural TV spots for 2013
 
Name/Length of Spots: 
Fiery DLT–  “Fiery DLT No Pican” :30 Más
Fiery DLT – “Fiery DLT No Pican-Parque” :15/Más
Fiery DLT – “Fiery DLT No Pican :30/Más/Open Late
Fiery DLT – “Fiery DLT No Pican – Parque :15/Más/Open Late
Fiery DLT – “Fiery DLT No Pican Jr. :15/Más
 
Air Date:
08/25/13
 
Media Flight:
08/25/13-9/28/13
 
Client Credits:
§  President: Brian Niccol
§  Chief Marketing & Innovation Officer: Chris Brandt
§  Brand Creative Director: Tracee LaRocca

•    Senior Manager, Brand Experience: Aron North
•    Manager, Brand Experience: Ashley Prollamante
 
Deutsch Creative Credits and Titles:

•    Group Creative Director: Brett Craig
•    Creative Director: Jason Karley
•    Creative Director:  Josh DiMarcantonio
•    Art Director:  Luis Farfan
•    Senior Copywriter:  Armando Samuels
•    Senior Copywriter:  Natalia Cade
•    Director of Integrated Production: Vic Palumbo
§  Executive Producer: Paul Roy
§  Producer: Ilene Kramer
§  Music Supervisor: Dave Rocco
 
Production Company
Cortez Brothers/ Marina Del Rey, California

•    Director: Esteban Sapir
•    Director of Photography: Travis Cline
•    Executive Producer:  Ed Rivero
•    Head of Production: Ashlee Cohen
•    Line Producer: Asori Soto
•    1st A.D.: Mariano Andre
 
 
Editorial Company
Beast LA /Santa Monica, CA

•    Editor(s): Kevin Garcia 
•    Assistant Editor(s): Gabriel Ordonez
•    Executive Producer: Jerry Sukys
•    Head of Production: Darby Walker
•    Producer: Mary Stasilli
 
Post Facility
CO3/ Santa Monica, CA & Method Studios/Santa Monica, CA

•    Colorist: Sean Coleman @ CO3
•    Online/VFX Artist: Tim Rudgard @ Method Studios
•    Assistant: Louis Schachte @ Method Studios
•    Executive Producer:  Robert Owens @ Method Studios
•    Producer: Stephanie Allis @ Method Studios
 
Visual effects Company
 Method Studios/Santa Monica, CA (graphics lifted/adapted from previous Taco Bell spots)

•    VFX Artist: Tim Rudgard
•    VFX Assistant Artists: Louis Schachte
•    Creative Director: NA
•    Producer:  Stephanie Allis
•    CD VFX Supervisor:  NA
 
Music/Composer
Elias Arts LLC, Santa Monica, CA
• Executive Producer: Ann Haugen
• Producer: Katie Overcash
• Composer: Jack Shenker
• Creative Director: Brett Nichols
 
Sound Designer
740 Sound Design & Mix/ Los Angeles, CA

•    Sound designer(s): Rommel Molina, Nicholas Interlandi, Michael Dillenberger
•    Executive Producer: Scott Ganary
•    Associate Producer: Jeff Martin
 
Audio Post Company
Tono Studios/Santa Monica, CA

•    Mixer:  Juan Felipe Valencia
•    Executive Producer: Noel Miranda
•    Producer: Monica Sotelo
 

 

Additional Deutsch Credits:
 
§  Chief Executive Officer: Mike Sheldon

Account Management Credits:
§  Group Account Director: Walter Smith
§  Integrated Account Supervisor: Steve Scutellaro
§  Account Director: Amanda Rantuccio
§  Account Director: Mildred Grijalva
§  Account Director: Christi Johnson
§  Account Executive: McKenna Pickett
 
Account Planners: 
§  Chief Strategic Officer:  Jeffrey Blish
§  Senior Account Planner: Pearl Owen
 
Traffic/Business Affairs:
§  Director of Integrated Business Affairs: Abilino Guillermo
§  Senior Business Affairs Manager: Ken Rongey
§  Director of Broadcast Traffic: Carie Bonillo
§  Broadcast Traffic Manager: Sarah Brennan