Taco Bell Takes Senior Citizen Joy Riding For Super Bowl 'Live Mas' Campaign

By Barry Janoff

January 18, 2013: Taco Bell said it plans to use its time in the Super Bowl spotlight to introduce America and the world to "Bernie Goldblatt," a spry 87-year-old who, among other things, enjoys joy-riding on a souped-up, high-speed mobility scooter.

The Mexican food fast feeder said that Goldblatt would be the main character in new activation under its Live Mas umbrella campaign, including a 30-second spot, "Viva Young," which will air during the third quarter of Super Bowl XLVII on CBS.

Taco Bell has already jumped the gun by launching a 60-second teaser spot with Goldblatt, "Grandpa Goes Wild," on its Web site and on YouTube.

The strategy, according to Taco Bell, is to show "that anyone at any age can Live Mas."

“Our hope is that our consumers will see themselves in this ad," Brian Niccol, chief marketing & innovation officer for Taco Bell Corp., said in a statement. "They tell us that Taco Bell is about memories and experiences, and things they like to share with their friends."

In "Grandpa Goes Wild," Goldblatt sneaks into a football stadium (which appears to be the University of Washington Huskies' venue) after dark for an adventure.

Aboard his high-speed mobility scooter, he knocks over a barrel of Gatorade, falls over while trying to run down a tackle dummy, falls over again while trying to do a wheelie, trashes yard markers, makes "donuts" on the field and ultimately gets chased by a security guard.

The teaser spot closes with Goldblatt triumphantly raising his arms over his head before the closing shot offers, "Buckle Up. 2.2.13." Taco Bell said that the octogenarian would return for other high-jinx with his friends and that "he's got something even wilder up his old-man sleeve for game day." (See the full spot here.)

The Super Bowl commercial will be played out to the music of Fun's “We Are Young,” and will be sung in Spanish. ("Tonight/We are young/So let’s set the world on fire/We can burn brighter than the sun.")

Taco Bell will support with Internet and social media, including Facebook, Twitter and YouTube.

The Super Bowl XLVII and teaser spots are from Deutsch LA, which recently joined Taco Bell's roster along with lead agency Draftfcb.

Regarding Goldblatt and the "Viva Young" spot, Niccol said, “We believe that advertising on the world's biggest stage, the Super Bowl, was the ideal way to share these experiences with our fans, while also providing further context into the mindset of Taco Bell and what it means to Live Mas.”

Super Bowl XLVII 30-second spots averaged $3.8 million, but some have sold for upward of $4 million, per CBS.

Taco Bell has not been on this stage since Super Bowl XLIV (2010) when it ran an ad that supported the brand’s $5 Big Box.

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