For their new ad campaign “Routine Republic,” Taco Bell has produced a mini-movie lasting three minutes that steals from ... well, you name it. Just off the top of my head, it cribs from The Hunger Games, Insane Clown Posse, Terry Gilliam’s Brazil, George Orwell’s Nineteen Eighty-Four and Animal Farm, Divergent, Apple’s “1984” ad campaign, and any number of David Fincher movies.
You’d have to be a semiotics Ph.D. to uncover all the layers of mendacious allusion and outright theft going on here. If nothing else, it’s a contender for the “Protesting Too Much” Hall of Fame. See, the idea is that if you are eating yummy McGriddles from McDonald’s or delectable Croissan’wiches from Burger King for breakfast, you’re a brainwashed drone who needs to be liberated by ... an A.M. Crunchwrap from Taco Bell (which admittedly also sounds yummy). Yes, you read that right: a delicious Croissan’wich and you’re a soulless drone; a delicious A.M. Crunchwrap and you’re a hipsterish free spirit with the ability to cavort in the streets of Prague, perhaps and eventually open an artisanal and/or steampunk moustache wax boutique (I have nothing against hipsters, I’m just reading into the ad). Never mind that the most powerful electron microscope on earth wouldn’t be able to detect any ideological difference between a McGriddle and an A.M. Crunchwrap.
Sticking with the Orwell tip, the commercial repurposes the “four legs good, two legs bad” formulation of Animal Farm into the totalitarian regime’s “circle = good, hexagon = bad.” I could hardly write that with a straight face, it’s so stupid. So that’s right, fealty to a round shape is bad but the one with the six equal sides is good. The ad’s Winston Smith finds his Julia as they wait on line for their
Victory Gin, er, a round breakfast sandwich, lock eyes, and escape together to the land of Borat-ish un-corporate-ness. Just to make sure you don’t miss the point, the Ramones’ “Blitzkrieg Bop” kicks in at the moment of maximum individualism. Because it takes an individual to appreciate the world’s most universally beloved punk band, right?
Oh yeah, the clowns, I almost forgot. All the authority figures in “Oceania” or whatever have clown makeup on. Because McDonald’s corporate logo is a guy in a clown suit and you know, fuck that guy.
One touch I did like is that the evil kingdom is surrounded by a moat that is actually a drab ball pit, which is mostly associated with McDonald’s Playland. Of course, trying to demonize a wonderful, fun ball pit for children has to rank down there with the worst things any advertiser has ever done, but you know, all’s fair in love and breakfast war.
The ad itself, after the jump…
Posted by Martin Schneider |