Get Ready to LIVE MÁS® during this year’s Super Bowl.
There’s no need to wait until Super Bowl Sunday to join 87 year-old Bernie Goldblatt and friends on an epic nighttime adventure as today, Taco Bell® is releasing its full 60-second Super Bowl commercial on the brand’s YouTube channel (
). The brand commercial, “Viva Young,” will air towards the end of the second quarter
of the game broadcasted Feb. 3, 2013, on the CBS Television Network. The spot will be bookended by a pre-game ad launching the new Cantina Bell® Steak Burrito and a Facebook offer for a free churro with any purchase on Feb. 4, LIVE MÁS® Monday.
In the brand’s first Super Bowl spot since 2010, created by Deutsch LA, Goldblatt and friends will take viewers on an unforgettable journey after “escaping” from their retirement home. The night starts off with a dip in someone else’s swimming pool and then includes stops at a dance club and tattoo parlor before heading to a Taco Bell for Fourthmeal. They arrive back at the retirement home, unnoticed of course, right as the sun is rising with “new friends” and many memories. The commercial will be set to the music of Taco Bell® Feed the Beat® artist and six-time GRAMMY® Award nominee fun.’s “We Are Young,” which will be sung in Spanish.
“By releasing “Viva Young” online before the Super Bowl, we’re rewarding our biggest fans and bringing them inside the brand,” said Brian Niccol, Chief Marketing & Innovation Officer, Taco Bell Corp. “We want to share the spot with our Team Members, franchisees and online fans first so they’re in the know before Super Bowl Sunday, so we can engage with them in social and digital spaces.”
"There's a common misconception that to appeal to Millennials you have to show Millennials. The reality is to appeal to them you simply need to entertain and engage them. And that's what this entire integrated effort does," said Mike Sheldon, CEO of Deutsch LA. Sheldon continues, "We've all had an epic night out on the town followed by a trip to Taco Bell. ‘Viva Young' is a surprising and fresh way to remind people of that."