Taco Bell, the quick-service restaurant chain based in Irvine, is promoting its new $5 Taco Discovery Box with a quirky 30-second TV spot called “Taco Twosday” featuring NBA Lakers basketball star LeBron James and comedian Jason Sudeikis.
The commercial, resembling a throwback faux sitcom, was described as “goofy, silly, kooky” by advertising industry commentator David Gianatasio.
Created by ad agency Deutsch L.A. and directed by Jake Syzmanski, the spot begins with the two friends asking whether they should change up their Tuesday routine.
Next, both of them imagine an adventurous spoof sitcom where they try new things, including painting, beekeeping, rollerblading and the chain’s new Cantina Chicken Crispy Taco.
“Sure, such prime-time spoofery feels plenty familiar,” wrote Gianatasio. “But everyone loves a good rerun. This one’s nicely done; and as ever with Taco Bell, celebs deliver a satisfying comic crunch. A swarm of bees chasing LeBron plus robots? Sounds like a ratings winner to me!”
A Taco Bell statement said the collaboration between James and Sudeikis is the latest in the brand’s ongoing Taco Tuesday journey. In March, Sudeikis partnered with Taco Bell for the nationwide launch of the Cantina Chicken menu. A year ago in May, James was part of the chain’s rallying cry to liberate Taco Tuesday for all who make, sell, eat and celebrate tacos.
“Last year’s Taco Tuesday liberation was only the start, and now it’s on us to provide our fans with new innovations, experiences and value-driven offerings that continue to make Taco Bell a part of their Tuesday routines,” said Taylor Montgomery, chief marketing officer at Taco Bell. “Our new Cantina Chicken menu is quickly becoming a fan-favorite and this $5 Taco Discovery Box makes it easier than ever for consumers to get a taste with the Cantina Chicken Crispy Taco that’s included within.”
“Taco Twosday” runs nationally through June 4, a date which coincides with the $5 Taco Discovery Box menu item that is available every Tuesday through June 4. The Taco Discovery Box includes a Cantina Chicken Crispy Taco along with a crunchy taco, Doritos taco and medium fountain drink.
Soapy Joe’s was Top Winner at San Diego AMA Sandie Awards
Soapy Joe’s, the San Diego-based car wash chain, was the top winner at the 2024 Sandie Awards presented by the American Marketing Association San Diego chapter.
Soapy Joe’s five awards included three Gold awards in the Experiential Marketing, Cause Marketing-Nonprofit and Event Marketing categories, one Silver award in the Experiential Marketing category and one Bronze award in the Marketing Innovation category.
The San Diego Tourism Authority won two Gold awards in the Marketing Innovation and Public Relations categories, as well as the “Best of Show” award for its “The Sunny Side of Things” campaign.
Also, Kerri Verbeke Kapich, the tourism authority’s chief operating officer, was selected by the AMA board of directors as the chapter’s 2024 Marketer of the Year.
An AMA statement said Kapich “has demonstrated unparalleled dedication, creativity, and leadership in the field of marketing, making her a standout candidate for this esteemed recognition. Kerri’s impact extends beyond the boundaries of the tourism authority, as she frequently shares her wealth of knowledge as a guest speaker at industry conferences nationwide. Her commitment to education is evident in her role as a guest lecturer at the San Diego State University School of Hospitality and for LEAD San Diego, inspiring the next generation of marketers and leaders.”
Winners of three Sandie awards included San Diego Foundation, Enlyte, Belmont Park and The Shipyard.
Winners of two Sandie awards included Winners of two or more Sandie awards included Buchanan Brand + Design, Movetic, University of California San Diego, Compass Digital, Visceral, Mari + Gold, Loma Media, Red Door Interactive, and InnoVision Marketing Group.
Winners of one Sandie award included Winners of one Sandie award included the San Diego Zoo Wildlife Alliance, 62Above, Allison Worldwide, Greenhaus, Jacob Tyler, Mentus, Boys & Girls Club of Greater San Diego, MiresBall and Preferred Employers Insurance.
AMA officials said 65 awards were presented from among the 100 entries submitted by 26 companies or agencies and five collegiate institutions. Judges included AMA members from local chapters in Lincoln and Omaha, Neb. and Cincinnati.
The AMA awards event, the San Diego chapter’s second annual, drew about 220 attendees on May 2 at the Town & Country Resort Hotel in Mission Valley. Claudia Chow, 2024 AMA San Diego chapter president, said, “It was an epic evening celebrating a year of marketing excellence, but, more importantly, gathering a community that champions and supports one another.”
A list of winners and event photos can be viewed at sandieawards.org/.
Digital Out-of-Home Advertising Impact Study Released
Out-of-home advertising, such as billboards, bus shelters and ads on transit buses, is growing as an ad medium. However, findings of a recent study announced in San Diego found that digital out-of-home advertising has an unparalleled ability to engage consumers. This advertising refers to digital screens and displays placed in public spaces delivering targeting messages.
According to an April survey of 1,023 U.S. adults, ages 18 to 64, conducted by market research firm The Harris Poll, 73% of consumers view these digital ads favorably, 76% of viewers had taken action because of an ad and 93% of consumers who visited a business after noticing its ad completed a purchase.
The poll was funded by the Out of Home Advertising Association of America, a Washington-based national trade association. More than 1,000 people attended the association’s 2024 Media Conference, held at the Omni La Costa Resort & Spa in Carlsbad.
The Harris research also found the most effective digital out-of-home consumer ads offer special deals on groceries and restaurants, as well as current weather conditions. Also, time-sensitive promotions resonated strongly with consumers with 80% of consumers noticing ads that feature time-specific offers on food and beverages or special deals on clothing, shoes or accessories.
“Digital out of home not only captures consumers’ attention but also drives meaningful actions making it an indispensable tool for marketers seeking to engage and influence consumers,” said Anna Bager, president/CEO of the OAAA. She said dynamic advertising “represents a paradigm shift in the way brands connect with consumers, offering unparalleled flexibility and relevance.
“By delivering hyper-targeted contextual messaging that aligns with consumers’ interests and needs, advertisers can create immersive experiences that resonate deeply and drive tangible results, all while leveraging the power of location to enhance engagement and deliver messages in precisely the right place at the right time.”
John Gerzema, CEO of The Harris Poll, said the findings show digital out of home is a “highly effective advertising medium that can be both striking and shareable” and drives ability to drive consumers to take action.
Founded in 1891, the OAAA Boasts more than 800 members represent leading media companies, advertisers, agencies, ad-tech providers and suppliers.
Adweek Names Ryan Joe as Editor-in-Chief
Adweek, an advertising industry trade publication, has appointed Ryan Joe as its editor in chief.
Joe, who has covered the advertising industry for more than 15 years, joins from Business Insider, where he has spent the past three years as advertising editor.
Previously, Joe served for eight years as managing editor at AdExchanger and two years as senior editor at Haymarket Media Group’s Direct Marketing News. He holds a bachelor’s degree from UCLA and a master’s degree in fine arts in writing from Columbia University.
“I am thrilled to join the award-winning Adweek brand, with its reputation as the go-to resource for this engaged community,” said Joe. “Our newsroom will expand editorial coverage as we adapt to the fast-changing marketing industry ecosystem and make the increasingly complicated world of digital media more understandable and accessible to our audiences.”
Joe will report to Zoë Ruderman, Adweek chief content officer.
“As our new editor in chief, Ryan will help lead the way in our continuing efforts to elevate the Adweek newsroom to deliver even more incisive, data-driven insights and intelligence to our audience across multiple platforms,” said Ruderman.
Joe’s appointment is one of several new recent hires for Adweek, now celebrating its 45 anniversary. Ruderman and Drew Schutte as chief revenue officer joined in November 2023. Joining Adweek in summer 2023 included Will Lee as CEO and Eric Hayden Shakun as CFO.
Rick Griffin is a San Diego-based public relations and marketing consultant. His MarketInk column appears weekly on Mondays in Times of San Diego.