Taco Bell is bridging the chicken divide

Taco Bell is on a mission to convert Trachickenalist, those stuck monotonously ordering the same “Big Chicken” on repeat to Taco Bell’s Cantina Chicken Menu, the ultimate way to kick boring chicken to the curb.

In the new campaign, Bridging the Chicken Divide, Netflix’s Cobra Kai star, Xolo Maridueña weighs in as a lively family dinner ‘discussion’ gets underway. Capturing the truism of a family dinner conversation that veers into uncomfortable territory. Maridueña thinks chicken, especially with such bold flavours, could be the common ground the family needs to come together; Trachickenalist and the Non Trachickenalist alike.

The Cantina Chicken Menu (which includes crispy and soft tacos, burrito, bowl and quesadilla) is here to stay for all chicken lovers.

Taco Bell – Bridging The Chicken Divide

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Agency Deutsch/Los Angeles
Production Company Biscuit Filmworks/USA
Director Clay Weiner

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Credits

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Agency Deutsch/Los Angeles
Production Company Biscuit Filmworks/USA
Director Clay Weiner
Founding Partner Shawn Lacy
Executive Producer Holly Vega
Head of Production Sean Moody
Editing Steelhead (In-House at Deutsch/Los Angeles)
Head of Post Production Amy Saunders

Senior Post Producer Heather Stanic
Color Company 3/Los Angeles
Senior Color Producer Cameron Higaravathn
Colorist Bryan Smaller
VFX/Finishing Alt.vfx/USA
Executive VFX Producer Chris Fieldhouse
VFX Producer/Operations Manager Hugo Munro
Audio Post Lime Studios

Executive Audio Producer Susie Boyajan
Audio Producer Cassie Underwood
Audio Engineer Dave Wagg
Co-Chief Creative Officer Matt Ian
Group Creative Director Stephanie Kohnen
Associate Creative Director Caroline Johnson
Associate Creative Director Derek Smith
Senior Copywriter Cath Killedjian

Executive Producer Paul Roy
Senior Producer Steven Frailey
Music Director Chip Herter
Music Supervisor Will Eichler
Producer Lisa Stockdale
Post Producer Courtney Kolloff
Editor Kevin Zimmerman
Editor Jim Bromley

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“We’re approaching chicken in a whole new way. Like most new things, some people will embrace it right away, and others will need a nudge,” said Caroline Johnson, Associate Creative Director, Deutsch. “We used the family dinner setting and made it as ridiculous as possible to find common ground between those looking for bold and unconventional flavors and those stuck in a Trachickenalist mindset.”

“After his role in bringing an iconic franchise into the modern era, Xolo was the perfect representation of a new generation of chicken eaters,” said Derek Smith, Associate Creative Director, Deutsch. “He has an old soul that makes us immediately trust what he has to say and the youthful charisma to get even the most stubborn Trachickenalist to embrace a new way of eating chicken.”