People love Taco Bell. But recently they've struggled to stand for something greater than their products. Our objective was to bring the Taco Bell brand promise of LIVE MAS to life in a meaningful, relevant way, and make them a brand people talk about again. To accomplish this, we needed to be honest about who Taco Bell really is -- an American fast-food icon serving Mexican-inspired dishes...which could only be the result of this totally unique Spanglish fusion. Even their tagline is part English and part Español. So we set out to celebrate LIVE MAS in a way that only a cultural mash-up like Taco Bell can. We brought to life an epic, all-night rager that ends at Taco Bell (as most epic, all-night ragers do), set to fun.'s Grammy-winning anthem "We are Young" performed in Spanish. It's the kind of wild night we've all experience when we were younger. Only in our story, the people aren't young. It's a group of octogenarians - the people you'd least expect to see LIVING MAS - breaking out of their retirement home to live like there's no tomorrow. Because no matter how much you've lived, you're never too old to LIVE MAS.

In "Viva Young," we brought to life an epic, all-night rager that ends at Taco Bell (as most epic, all-night ragers do), set to fun.’s Grammy-winning anthem “We Are Young” performed in Spanish. It’s the kind of wild night we’ve all experienced when we were younger. Only in our story, the people aren’t young. It’s a group of octogenarians – the people you’d least expect to see LIVING MAS – breaking out of their retirement home to live like there’s no tomorrow. To tell the story in an honest, realistic way, we needed to find the right elderly people. We didn't want to cast the typical cute old people you usually see in television commercials, the adorable grandmas and the crotchety grandpas. On the other hand, we didn't want the inhibitions of their age, like their inability to dance or move, to be the source of the humor. We wanted to laugh with them, not at them, and experience the night through their eyes (or really thick spectacles). So we set out to find young souls trapped in old bodies, 80 year-olds with the energy and enthusiasm for life of 20-year olds. People who you would believe might sneak out of their retirement home, and a group of people with a unique, authentic chemistry, led by Bernie Goldblatt. Then we set them loose on the town, and captured their genuine reactions. The end result? We like to think it was the greatest night of their lives.