Taco Bell is launching a new 60-second spot during the Super Bowl starring a hell-on-wheels octogenarian on a motorized scooter. The commercial is called “Viva Young” and it features a Spanish version of the hit song, “We Are Young,” by the band Fun.
The spot, created by Deustch/LA, is an evolution of the “Live Mas” campaign that launched last year. Until now, the campaign has centered on nostalgia for party moments between friends. “Viva Young” returns to Taco Bell’s comedic take on life.
Still, chief marketing and innovation officer at Taco Bell Corp Brian Niccol says he hopes the Taco Bell audience will see themselves in the ad.
With the largest growing group in America being Latino and young, we suspect that the tagline and song will catch their attention. According to the U.S. Census Bureau, the median age of the U.S. Hispanic population in 2012 was 27, as compared to 36.9 for the population as a whole. Whether Latinos enjoy fast food Mexican is an individual call, but we’ve definitely seen the phenomenon take place.
Below is the teaser spot for “Viva Young” that launched this week. The Super Bowl spot will air in the third quarter during the Super Bowl broadcast on February 3.