HAVE YOU SEEN THE LATEST CAMPAIGN FOR TACO BELL? IT'S ANNOYING WITH A CAPITAL SUCK! OF COURSE, I'M NOT THE TARGET AUDIENCE. THE SPOKESMAN CLEARLY STATES (AS IN YELLS) THAT IT IS FOR "YOUNG PEOPLE."
WHAT MAKES THIS SPOT SO ABRASIVE IS THE SPOKESMAN YELLS AT US (OR AT LEAST TALKS IN AN INCREDIBLY LOUD VOLUME) FOR A FULL 30 SECONDS! (just like this all-capital type, pretty annoying!).
Does Gen Y (or anybody for that matter) respond to someone yelling at them? I'm sure Geny Y gets enough yelling form their parents -- and we know how well they listen to that! The racially-ambiguous announcer (is he mexican? Indian? -- not that that's important other than to point out, marketers LOVE racially-ambiguous people in their spots so that they can pander to the largest group of potential dollar-holders without having to make separate spots for each group).
Now all of this would be moot if there were a reason for the guy to yell. Or if what he was yelling was compelling. But it's not. He' trying to be "wry," but with the long list of sales points and the rather specious connection to "what older, responsible people do", it misses the mark by a mexican mile.
I give it two chalupas down. But then, as I said, I'm not the target audience. Maybe Gen Y loves to be yelled at. Or maybe the only way Gen Y will mow the lawn, clean their room, or buy a burritto is if you yell at them. Maybe they like a commercial that is not too funny or think-y (as in not at all). But what do you think? (And please state whether you're Gen Y or not -- I'm curious.).
The spot in question:
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