CINEMATIC TACO BELL

“Chasing Gold” is the story of how one mans song about Taco Bell’s Nacho Fries turns him into a global sensation. But the magic lies in the tension of the phrase “For a limited time only.” Is this fake Taco Bell movie really about Nacho Fries? Or is it about holding onto something you love? I genuinely get emotional listening to this song, which is why I love this campaign so much. We sneak some feelings in there, and the love it got from Taco Bell fans was a beautiful thing to witness.

We sang a melody to Darren Criss and a team of producers to give them the vibe, and they brought it to life. It’s a legit great song by a very talented artist, and people were seeking it out on their own. It ended up becoming the most requested song of the week on iHeart radio, beating out every pop star on the planet. This sound bite of their DJ’s reacting to it is what I do it for.

Here’s the full 3 minute song on Youtube. Warning: You might break down in tears.

When you have a valuable asset and a solid theme, all the surround comes naturally. Merch, Influencer kits, etc, etc. What I love is we didn’t overdo it and really treated everything as if we were promoting a real artist with a special song. Which was true.