Taco Bell and Deutsch released this mock-movie trailer titled,“Chasing Gold,” featuring Golden Globe-winning actor Darren Criss and actor/comedian Chris Diamantopoulos. Watch the rise-and-fall of a singer who makes it big off Nacho Fries, only to learn that fame is fleeting in that Nacho Fries, are available for a limited time only.
Alongside the mock-trailer is a fully produced, original song written by Jingle Punks and sung by Criss.
“Taco Bell fans continue to go through this emotional rollercoaster when Nacho Fries disappear and reappear on the menu,” said Brett Craig, chief creative officer, Deutsch Los Angeles. “We leaned into this to create a rise-and-fall love ballad all about Nacho Fries that will leave people wanting to hear more…from Darren Criss because he is a ridiculously good singer.”
Live-action director on “Chasing Gold” was Jeremy Saulnier of Neighborhood Watch, Brooklyn, NY. Food/tabletop director was Brett Froomer of French Butter Films, L.A.
Credits
Client Taco Bell Agency Deutsch Los Angeles Brett Craig, chief creative officer, Los Angeles; Jeremiah Watson, Chris Jones, creative directors; Mikey Sison, associate creative director; Daniel Chen, sr. copywriter; Diego de la Maza, head of production; Paul Roy, executive integrated producer; Samantha Bonom, sr. integrated producer; Steven Frailey, integrated producer; Eryk Rich, music director; Chase Butters, sr. music supervisor; Dez Davis, music supervisor; Laura Tron, executive integrated producer, digital; Ariel Theraube, sr. integrated producer, digital; Kemi Adeniji, associate integrated producer, digital; Jean-Lou Renoux, design director; Erica Park, designer; Jeremy Gozzip, jr. designer; Pete Favat, chief creative officer, North America. Production Neighborhood Watch, Brooklyn, NY Jeremy Saulnier, director; Larkin Seiple, DP; Richard Peete, Matthew Snetzko, Traci Carlson, exec producers; Theolonious Brooks, line producer. Production-Food French Butter Films, Los Angeles Brett Froomer, director/DP; Ivo Knezevic, exec producer; Tim Harris, first AD. Production Services/Mexico City The Lift, Mexico City Avelino Rodriguez, managing director; Fuad Abed Dalton, line producer, live action; Jose Aguirre, line producer/food. Editorial Union Editorial Jim Haygood, editor; Brian Leong, assistant editor; Joe Ross, exec producer; Michael Raimondi, president/managing director. Color Company 3 Stefan Sonnenfeld, colorist; Gabriel Wakeman, sr. producer; Ashley McKim, exec producer. Post (VFX/Finishing) Chimney, Marina del Rey, Calif. Ron Moon, exec producer; Susie Cobb, producer; Frederick Ross, VFX supervisor; Felix Thedeby, VFX artist. Audio Lime Studios, Santa Monica Mark Meyuhas, mixer; Peter Lapinski, assistant mixer; Susie Boyajan, exec producer. Music Jingle Punks Jared Gutstadt, CCO/songwriter/producer; Jesse Siebenberg, songwriter/track production; Scarlett Burke, songwriter; Matt Chambless, executive creative director; Miles Kennedy, sr. producer. Sound Design Lime Studios Mark Meyuhas, sound designer.
Violence against women is rooted in gender and relationship models based on control and emotional dependence: this is the starting point for the development of the awareness-raising campaign “Getting Ready,” ideated for Sephora Italia by creative agency LePub and directed by Juul Op den Kamp.
Psychological violence manifests itself through constant and repeated behaviors aimed at controlling and subduing the partner. When we talk about gender-based violence, the focus is often on the physical side. However, not enough is said about the first signs of abusive behavior, especially from a psychological point of view, which are mostly subtle.
The objective of LePub and Sephora Italia’s “Getting Ready” campaign is deliberately simple and direct: to encourage awareness of what are called “Early Signs,” being the first signals of gender-based violence. Taking care of one’s outward appearance, the way one dresses and wears make-up, are powerful means of expressing one’s identity and are often the subject of abusive controlling behavior. Sephora believes in the right of every woman to be able to express herself freely and has once again decided to turn the spotlight on this issue through a campaign with a strong emotional impact.
“The topic addressed in this campaign is a sensitive one, unfortunately of a tragic relevance that cannot leave us indifferent. Signs of violence must be scrupulously observed, properly recognized and promptly interrupted. It starts with a comment, continues with an insult and finally culminates in a concrete act, a dramatic phenomenon that we are forced to read about every day in our newspapers. This is why it is absolutely necessary to act and talk about it: if our message reaches and supports even one... Read More
