Who is on the dime - taco bell commercial

Who is on the dime - taco bell commercial

The all-new “Roosevelts” campaign for Taco Bell’s industry-leading “Why Pay More®!” Value Menu, accomplishes both. Taco Bell will debut a special, first-ever, two-minute commercial during the 2009 Major League Baseball All-Star Game on Tuesday, July 14 at 8:00 p.m. EST on FOX, the summer’s highest rated live sports event. Taco Bell is a proud sponsor of MLB. The commercial has a specifically designed music video feel, and was directed by Chris Applebaum, who won the 2007 MTV Video Music Award for Video of the Year for Rihanna’s “Umbrella.” “Roosevelts” will continue to air on television via a :30 second edit throughout the summer. Various versions are also available online at tacobell.com.

The campaign, designed alongside agency partner Draftfcb, parodies a culture of excess and praises the value of change, as in actual dimes. The dime signifies the difference between Taco Bell’s 89 cent hero product on its value menu and other QSR’s 99 cent value items. People who once enjoyed flashy, over the top spending, have been grounded by today’s savings needs and are hunting for the best value. Instead of being “all about the Benjamins” ($100 bills), it’s truly “all about the Roosevelts” (10 cents).

“We have BIG value news, that silver is the new green and value seekers need to know that by eating at Taco Bell, they can save their dimes,” said David Ovens, Chief Marketing Officer, Taco Bell Corp. “We thought our value proposition would be best brought to light with a humorous take on excess. Having ‘Roosevelts’ as a long-form ad is perfect summer entertainment, its humor balanced by the reality that we are the value destination for those looking to trade up in taste and trade down in cost.”