Cannes Lions

Retrieval

DEUTSCH LA / TACO BELL / 2019

Film

Overview

Entries

Credits

Overview

Background

After asking for fries for years, fans were upset when nacho fries were taken away. They demanded to know where they went, so in response to the uproar, we created our blockbuster: Retrieval.

Execution

Casting was crucial to the success of Retrieval. The first key to making Retrieval feel like a blockbuster movie was a lead that provided instantly recognizable star power. James Marsden not only brought the face of a movie star but his experience allowed him to pitch-perfectly capture the character and genre he was playing in.

Because of the filmic nature of the spot, the director had a chance to audition actors like they were going for actual movie roles. The director explored character backstories and motivations and dived in deeper, in a manner you wouldn’t typically be allowed to with a normal ad. While some actors’ first instincts were to play up the comedy, the director instructed them to approach the part with the levity of “performing brain surgery.” What resulted was a cast that was as serious about Nacho Fries as we were.

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