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Taco Bell Starts a Great Debate with Crispy Chicken Sandwich Taco Launch

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Campaign from Deutsch LA sees real-life student athletes from Clemson and Georgia’s debate teams come together

Taco Bell Starts a Great Debate with Crispy Chicken Sandwich Taco Launch

Is Taco Bell’s new Crispy Chicken Sandwich Taco a sandwich or a taco? The sandwich debuted earlier this year in test markets as a new innovation in the chicken sandwich wars, Taco Bell’s crispy chicken sandwich taco grabbed national consumer attention and brought on heated debate – is it a sandwich? Is it a taco? Can it be both?  

To help us tackle the question and encourage the discussion, Taco Bell is launching a new campaign that brings in the experts: two real championship-level college debate teams. 'The Great Crispy Chicken Sandwich Taco Debate' launches nationally Saturday 9/4 during one of the most anticipated match-ups of the college football season: No. 3 Clemson University vs. No. 5 University of Georgia, airing on ABC.  

The campaign puts the #SandwichTacoDebate in the hands of real-life student athletes from Clemson and Georgia’s debate teams. The arguments were developed by the students themselves, who also play a starring role in the ads:  

“It’s called a Crispy Chicken Sandwich Taco, not a Crispy Chicken Taco Sandwich. Case closed.” 

“Simply saying that because there’s ‘taco’ in the name means it always and forever will be a taco is a very reductionist form of thinking rather than looking at the benefits of calling it a sandwich.” 

“Any reasonable person knows that it’s not the shell that makes the taco. It’s the fold that makes the taco.” 

“This is a sandwich that is in the shape of a taco. It is taco-inspired, but it is still a sandwich. While all tortillas are bread, not all bread is a tortilla.” 

The Great Debate amplifies the #SandwichTacoDebate on a national stage, airing on ABC in a way that’s equally must-see as the football game itself. Taco Bell is flipping the script and giving our unsung heroes – the college debate students – the spotlight they deserve in similar fashion to how NCAA athletes are typically treated. 

Made in collaboration with creative agency Deutsch LA, the integrated effort features a 60 second hero spot airing in the first quarter of the game, two :30 spots running in the second quarter and fourth quarter (respectively), and a final :30 debate highlights spot that will continue to air in the weeks after the game as well as on social. Additionally, the campaign will utilise ESPN commentators in the game immediately following Clemson-Georgia, with them throwing to the 60 second spot during halftime of the BYU-Arizona game.  

And because we all know the internet loves a good debate, the campaign encourages audiences to weigh in via an array of social activations (paid and organic). Partnerships with influencers and SportsNation will also help to hype and extend the Great Debate.  


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Client

CLIENT CREDITS: TACO BELL

SVP, Global Creative Director: Tracee Larocca

VP, Media: Sasha Wolf

Sr Director, Advertising: Ashley Prollamante

Sr. Manager, Advertising: Amanda Barbosa

Associate Manager, Brand Experience: Eddy Perezic

Social Media, Marketing: Erik Prime

Associate Manager, Social Media: Melly Ramirez

Food Consultant: Carolyn Avelino

Social Media Coordinator: Milo Simpson

Agency

AGENCY CREDITS: DEUTSCH LA

Executive Creative Director: Bea Danger

Creative Director: Jeremiah Wassom

Copywriter: Josh Peterson

Art Director: Lauren Piccirillo

Executive Producer: Paul Roy

Senior Producer: Steven Frailey

Social Producer: Brittney Hahn

Design Director: Jean-Lou Renoux

Sr. Designer: Jeremy Gozzip

Jr. Designer: Rachel Howard

Music Director: Chip Herter

Music Coordinator: Will Eichler

Group Account Director: Matt Matzen

Group Account Director: Katie Klages

Account Supervisor: Griffin Templeton

Account Executive: Jackson Lansbury

Assistant Account Executive: Chuck Presto

Group Strategy Director: Kelsey Karson

Associate Strategy Director, Social: Lauren Murphy

Senior Strategist: Sara Singh

Executive Business Affairs Manager: Ken Rongey

Business Affairs Manager: Kevin Nickels

Business Affairs Manager: Daniel Gerena

Senior Broadcast Traffic Manager: Courtney Tylka

Broadcast Traffic Manager: Ana Barraza

PRODUCTION

Production – Live-Action: CAVIAR

Director: Jason Woliner Executive Producer Michael Sagol

Executive Producer: Kim Dellara

EP / Head of Production: Casey Wooden

EP / Line Producer: Tova Dann

TACO BELL DESIGN

Director of Brand Content: Nicole Harmon

Taco Bell Production: Andrew Ducote

Production Assistant: Bryan Price

Producer: Dan Marcus

Producer: Shani Bayne

Edit

Editorial: WHITEHOUSE Post

Editor: Josh Bodnar

Assistant Editor: Jesse Richards

Post Producer: Lucia Villalta

Finish

Finishing / VFX: ALT VFX

VFX Production Manager: Jayce Attewell

Sr. Producer: Celeste Fairlie

Executive Producer: Chris Fieldhouse

MGFX Artist / Flame Artist: Josh Kell

Post Production Supervisor / Flame Artist: Anthony Newton

MGFX Artist: Tom Roohan

Production Assistant: Carly Rosenberg

Colour

Color Grade: Co3 Los Angeles

Colorist: Stefan Sonnenfeld

Producer: Blake Rice

VP of Short Form: Ashley McKim

Mix

Mix House: Formosa

Sound Designer and Mixer: John Bolen

Assistant Mixer: Brendan Gates

Executive Producer: Lauren Cascio

Genres: Comedy, People, Dialogue

Categories: Fast food, Retail and Restaurants

Deutsch LA, Thu, 02 Sep 2021 16:27:47 GMT