People love Taco Bell. But recently they’ve struggled to stand for something greater than their products. Our objective was to bring the Taco Bell brand promise of LIVE MAS to life in a meaningful, relevant way, and make them a brand people talk about again. To accomplish this, we needed to be honest about who Taco Bell really is -- an American fast-food icon serving Mexican-inspired dishes…which could only be the result of this totally unique Spanglish fusion. Even their tagline is part English and part Español. So we set out to celebrate LIVE MAS in a way that only a cultural mash-up like Taco Bell can. We brought to life an epic, all-night rager that ends at Taco Bell (as most epic, all-night ragers do), set to fun.’s Grammy-winning anthem “We Are Young” performed in Spanish. It’s the kind of wild night we’ve all experienced when we were younger. Only in our story, the people aren’t young. It’s a group of octogenarians – the people you’d least expect to see LIVING MAS – breaking out of their retirement home to live like there’s no tomorrow. Because no matter how much you’ve lived, you’re never too old to LIVE MAS.

The music used in this campaign is unique in the sense that we licensed a well-known track, and then adapted it by recording it completely in Spanish (not using the original artists). This musical twist added to the humor of the spots and reinforced the English/Spanish fusion of the Taco Bell brand.