I remember it well. It was a typical summer night for me and my friends hangingout and watching tv when our summer was changed for good. We saw for the first time Taco Bell's ads for what they refured to as a "Spend less summer", or basically 99cent food. Almost immediately, we got up and went to make the most of this deal. After stuffing myself with unnecessary amounts of Taco Bell, I began to wonder what was it about these commercials that evoked such an immediate and effective response.
According to the New York Times, Taco Bell approached this summer with "a new twist on its summertime advertising, giving it more of a campaign look and feel with a big idea that echoes an age-old thought about eating, drinking and being merry while one still can." The entire idea behind this advertising was a simple one; have fun and eat Taco Bell without spending a lot.
One reason why I believe these commercials had such an impact on me and my friends is because they speak perfectly to the target audience, men ages 18-24. Every commercial starts out with the question "Are you a young person on the brink of responsibility?". This does not only immediately demand attention, but also results in a 'yes' response that will continue to hold the viewers attention.
The face of Taco Bell's campaign is Aasif Mandvi, a comedian from “The Daily Show” as well as other shows found on Comedy Central. Having Mandvi play "Mr. Responsibility", the main character of this campaign further speaks to the target audience. He is a familiar face -- someone who already can be trusted which makes taking his advice of eating Taco Bell even more tempting.
Although the 'Spend less summer' has drawn to a close, these simple yet impelling commercials did their job well and left us all hungry for more.
Very well written article that was an entertaining and educating read!
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