Taco Bell Spot Shows the Real ‘Grande Papi’

I wanted to share with you our second Taco Bell spot for television. “Grande Papi” shows a father strutting down to his local Taco Bell for the “Big Poppa” of steak burritos while passersby coo at his baby daughter, who is strapped to his chest. 

 

 

Deutsch wrote the spot around the commercial’s song, which was picked because they wanted a “big” soundtrack. It’s a Spanish rendition of the Notorious B.I.G.’s “Big Poppa” that our creatives translated themselves with Google Translate, just as they did in our “Viva Young” Super Bowl spot. Because the Spanish translation is so much wordier, our writers took some liberties with the chorus, but intentionally left enough of a mouthful to keep it a little weird. As with our use of fun’s “We Are Young” in the Super Bowl, the Spanish translation seemed to match Taco Bell’s “Live Mas” tagline, which mixes both English and Spanish.

 

Director Noam Murro, who also directed Taco Bell’s game day spot and the new “300” sequel, plays up the juxtaposition of the nerdy dad with the hip-hop song. Whether or not dad is a Big Poppa with swagger is for you to decide.

 

Credits

 

Agency: Deutsch

Chief Creative Officer: Mark Hunter

Group Creative Director: Brett Craig

Senior Art Director: Gordy Sang

Senior Copywriter: Brian Siedband

Director of Integrated Production: Vic Palumbo

Director of Content Production: Victoria Guenier

Executive Producer: Paul Roy

Producer: Kacey Hart

Music Supervisor: Dave Rocco

 

Production Company: Biscuit Filmworks

Director: Noam Murro

Executive Producer: Shawn Lacy

Line Producer: Jay Veal

 

Editorial Company: Rock Paper Scissors

Editor: Jonnie Scarlett

Assistant Editor: Chad Hoerner

Executive Producer: CL Weaver

 

Post Production: A52

Lead Flame: Andres Barrios

CG Supervisor: Andrew Romatz

VFX Producer: Jamie McBriety

EP: Megan Meloth

 

Color: The Mill

Colorist: Adam Scott

 

Audio Mix: 740 Sound

Mixer: Andrew Tracy 

 

Music: Beacon Street Studios

Composer: Beacon Street Composers

Senior Producer: Adrea Lavezzoli

 

Shoot Location: Los Angeles, CA