Taco Bell® Releases Full LIVE MÁS® Super Bowl XLVII Advertisement Online

  Taco Bell® Releases Full LIVE MÁS® Super Bowl XLVII Advertisement Online

 Brand Also Reveals Details for Cantina Bell® Super Bowl Pre-Game Commercial

  ‘LIVE MÁS® Monday’ Offers a Free Churros With Any Purchase Following Super
                                Bowl on Feb. 4

Business Wire

IRVINE, Calif. -- January 29, 2013

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 (www.youtube.com/tacobell). 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," saidMike
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."

In addition to “Viva Young,” Taco Bell will also have a 30-second ad
supporting a new Steak Burrito on the chef-inspired Cantina Bell menu. The
spot, entitled “Grande Papi,” will be set to the 1994 hit song entitled “Big
Poppa,” and as a reflection of Taco Bell’s Mexican-inspired heritage, will
also be sung in Spanish. In the commercial, a young father leaves his home
with his infant child in his front baby carrier, headed to Taco Bell to
purchase the new Cantina Bell® Steak Burrito, getting favorable looks and
smiles from female passersby.

As an added benefit, the “Viva Young” spot will direct consumers to the
brand’s Facebook page to learn more about “LIVE MÁS® Monday,” a post-game
giveaway for a free churro with any purchase during regular store hours on
Monday, Feb. 4. Limit one per person per coupon while supplies last at
participating locations.

“We are always looking for ways to encourage our community to LIVE MÁS® and
thank our consumers for being so loyal, and we thought giving something back
to them was a great way to do just that,” added Niccol. “For those who are
already craving the start of the next football season, why not reward yourself
with a free churro from Taco Bell?”

On Jan. 18, Taco Bell released the prequel to “Viva Young,” an online teaser
entitled “Grandpa Goes Wild.” The teaser first introduced Goldblatt, and
showed him sneaking his suped-up motorized scooter into a football stadium to
let loose, do some tricks like making “donuts” on the field, knocking over
water coolers, yardage signs and a tackling dummy, all while escaping from
security. The teaser has received more than 350,000 views and has gone viral.

The Super Bowl XLVII spot is being created by Deutsch LA, which has recently
joined Taco Bell's agency roster along with lead agency Draftfcb.

About Taco Bell Corp.

Taco Bell Corp., a subsidiary of Yum! Brands, Inc., (NYSE: YUM), is the
nation's leading Mexican-inspired quick service restaurant. Taco Bell serves
made to order and customizable tacos, burritos, and specialties such as the
exclusiveDoritos® Locos Tacos, gourmet inspiredCantina Bell® Menuand lower
calorie Fresco Menu. The company encourages customers to “Live Más,” both
through its food and in ways such as itsFeed the Beat®music program and
nonprofit organization,the Taco BellFoundation for Teens. Taco Bell and its
more than 350 franchise organization have nearly 6,000 restaurants across the
United States that proudly serve more than 36 million customers every week.

Like: www.facebook.com/tacobell
Follow: @TacoBell
Subscribe: www.youtube.com/tacobell

Contact:

Taco Bell Corp.
Rob Poetsch, 949-863-3970
rob.poetsch@tacobell.com
or
Taylor
PJ Brovak, 212-714-5753
pbrovak@taylorstrategy.com
 
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