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Josh Hill | Writer

TACO BELL
SUPER BOWL

Integrated Campaign

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Here's how I helped put Taco Bell's Quesalupa at the heart of culture.​ First, we released a heavily redacted press release announcing we'd be dropping the biggest product in Taco Bell History. It'd even be available for pre-order. The only catch is, fans would have to pre-order it without knowing what it was.

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We kept things so secret, even the people in our spots didn't know what they were selling. Sorry James! [I can call him James because we're personal friends]

We were able to garner 67,000 blind pre-orders for a product nobody had even seen. And when excitement was at it's peak, we dropped a culture-striding commercial in the middle of Super Bowl 50.

Sports.. celebrities.. scientific innovation...the very pillars of civilization are as the buzzing of flies before the the unbridles majesty of a taco with cheese baked into the shell.
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All of this hype helped make the Quesalupa the biggest launch in Taco Bell History.​​​
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But we really knew we'd hijacked culture when we made it into the acclaimed film Logan.

When you've won over Professor X, you know you've won.

Recognition:
Ad Age: Editor's Pick
Effies Bronze​
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Personnel:
Director: Saman Kesh
Creative Directors: Ryan Lehr, Erik Mangali, Guto Araki, Nathan Dills
Writer: Josh Hill
Art Director: Cheston Kwan
Editor:Grant Surmi, Exile

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