Cannes Lions

GRANDE PAPI

DEUTSCH, Los Angeles / TACO BELL / 2013

Case Film
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Overview

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Credits

Overview

Description

The Cantina Bell menu, a premium menu designed by celebrity chef Lorena Garcia, is Taco Bell’s effort to win over customers who are becoming more quality conscious. To get guys excited about the Cantina Steak Burrito, we needed to highlight its size and heaping portions of steak, in a way that was seamlessly integrated with the brand’s LIVE MAS positioning. So we brought to life the story of Notorious B.I.G.'s ‘90s hit "Big Poppa," performed completely in Spanish. Only our hero is the exact opposite of hip-hop. He's a literal Poppa, taking his baby girl out in a baby Bjorn for a neighborhood stroll to Taco Bell to satisfy his craving for a delicious steak-filled burrito. But the combination of music and the Taco Bell makes him seem hip-hop, cause when you treat yourself to the “big daddy of all burritos,” you’re literally living large.

Execution

The music used in this campaign is unique in the sense that we licensed a well-known track, and then adapted it by recording it completely in Spanish (not using the original artists). This musical twist added to the humor of the spots and reinforced the English/Spanish fusion of the Taco Bell brand.

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