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Thursday, July 12, 2018
"When you create a fake trailer for a fake movie for a real product that surpasses all expectations of products (and movie trailers), it seems inevitable that you have to create a sequel," said Marisa Thalberg, chief brand officer of Taco Bell. "And what better way to tease this sequel than pay homage to a real movie's 25th anniversary""one that had a very compelling view of a fictional future?" In Demolition Man, a 1993 satirical take on American consumerism and political correctness, Taco Bell is revealed to be the only restaurant chain that survived the "Franchise Wars," and we see that both the atmosphere and menu had changed by 2032. Here's a look back at the scene, followed by the first Web of Fries installment:
(Non-American fans of the movie might be confused about Taco Bell's tie-in to Demolition Man, since some overseas edits of the movie replaced the chain with Pizza Hut, which was felt to have better international brand awareness.) The new Taco Bell campaign will culminate with a Demolition Man pop-up at a Taco Bell in San Diego July 19 to 21.The Web of Fries campaign is produced in collaboration with Deutsch.
Adweek just reported that former Taco Bell account lead Walter Smith, presently with dual titles of executive vice president and group account director, will exit at the end of the month based on mutual agreement.
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