Running Head: NIGHT OF THE DARING YOUTH
Night of the Daring Youth
Klarissa Saldivar
Texas A&M International University
1
NIGHT OF THE DARING YOUTH
2
Abstract
Although commercials seem to be irritating and pointless, they serve an important purpose in the
marketing business. In Taco Bell’s commercial “Viva Young,” the company’s aim is to amuse
their audience by portraying a storyline in which a group of senior citizens take part in daring
and mischievous acts. Although the product being advertised is not presented until the end of the
commercial the scenes leading up to it keep us intrigued to watch till the end. The company is
hoping to promote their products through the use of vivid imagery displaying the adventures
encountered by the senior citizens. Throughout the commercial the elderly take part in acts such
as skinny dipping, partying, and getting tattoos which leads them to end the night at Taco Bell.
Although many commercials typically target a specific audience this clever advertisement
attracts a broad range of viewers from teens to adults. Taco Bell’s commercial is intriguing and
humorous from beginning to end. After watching this commercial viewers will have the urge to
go out and get themselves Taco Bell in order to be a part of the thrill it brought upon the senior
citizens. Even if critics do not agree with some of the methods utilized to promote Taco Bell
their commercial still delivers effectiveness as it benefits from publicity and becomes well
known.
NIGHT OF THE DARING YOUTH
3
Night of the Daring Youth
It seems like every time you are about to find out who the killer is or who the girl is going
to marry, a commercial pops up. Although some commercials may seem to be insignificant and
dull, they serve a greater purpose than just getting in the way of you and your favorite TV show.
Businesses and corporations rely on television advertisements in order to expand their marketing
and promote their products. Since today's television audience is larger than ever, the costly thirty
seconds of airtime may be essential to a company’s success. With more than millions of viewers
and the proper exposure, a company can easily target an audience to invest in their product. In
Taco Bell’s commercial “Viva Young,” the company utilizes a humorous storyline in order to
attract viewers and promote their products.
Taco Bell‘s enjoyable commercial was released during the 2013 Super Bowl where
commercials are as intriguing as the football game making their advertisement that much more
effective. The company portrays a group of senior citizens escaping from their nursing home
after pretending to be fast asleep, only to engage in mischievous behavior usually expected from
rebellious adolescents. The commercial is humorous and entertaining as it gives the audience a
different perspective of the way senior citizens usually spend their past time aside from the daily
naps and bingo nights. The company incorporates various unruly events in which the elderly take
part in making them seem daring and adventurous rather than old and boring. This advertisement
can make anyone be up for a night around the town as Nick Carbone, writer for Time Magazine,
states “It’s an ad that, regardless of your age, can make anyone feel young.” The feel-good
commercial plays an important role in the relationship between Taco Bell and its customers as it
keeps them intrigued in their products and the company as a whole.
Because the commercial does not present what is being advertised until the night finally
NIGHT OF THE DARING YOUTH
4
comes to an end and the senior citizens are seen grabbing a bite to eat, the scenes prior to that
serve as a hyperbole for what can occur if viewers choose to end their night at Taco Bell. The
company utilizes the elderly as a symbol implying that no one is ever too old to go out and enjoy
life, and although we are all aware that our grandparents do not go out skinny dipping or get
tattoos, this commercial might convince us otherwise. The commercial is proclaiming that a stop
at Taco Bell can lead anyone to a night of excitement and adventure. The aim of the commercial
is to persuade the audience through the imagery of displaying the senior citizens having the time
of their lives to invest in their products which can not only satisfy their cravings but can result in
an unforgettable experience. Although many commercials typically target a specific audience
“Viva Young,” attracts a broad range of viewers from teens to adults. The food establishment
appeals to the viewers by raising the question of how fun it would be if they too engaged in a
night such as that of the elderly.
The impressive commercial appeals to the viewer’s emotions by integrating pathos into
the uplifting storyline. In the beginning of the commercial we are introduced to Mr. Goldblatt, a
senior citizen who resides in a nursing home, laying in his bed ready for a good night’s sleep.
Individuals immediately show compassion and sympathy towards their elders which has the
audience at an awe since the start. However, the slogan “Live Mas,” presented at the end of the
commercial might not have the same effect as the definition of living varies throughout society.
Taco Bell demonstrates the senior citizens living their lives in reference to young adults by
conveying that they all go out to parties, display public affection, and get tattoos. These
merciless acts represent the company's idea of what living consists of which may lead to
disagreement among some of the viewers. Although it is depicted that all teenagers engage in
this type of behavior that is not the case. This commercial stereotypes young adults into a
NIGHT OF THE DARING YOUTH
5
category of rebellion which is an inaccurate assumption because not all teenagers are
lawbreakers and partygoers.
When commercials do not appeal to viewers they can seem lifeless and uneventful
causing a negative effect towards their business, but Taco Bell’s commercial is intriguing and
full of excitement from beginning to end. After watching this commercial viewers will have the
urge to go out and get themselves Taco Bell in order to be a part of the thrill it brought upon the
senior citizens. The elderly in the commercial will convince an audience as stated by Alexandra
Petri, writer for the Washington Post, of “just how much more fun they get to have than we ever
will” if we do not make a stop at Taco Bell.
NIGHT OF THE DARING YOUTH
6
References
Carborne, Nick. “The Best and the Worst Super Bowl Ads of 2013:Taco Bell, Viva Young”
Newsfeed The Best and the Worst Super Bowl Commercials of 2013 Comments. 3 Feb.
2013. Wed. 22 Oct. 2014
Petri, Alexandra. “What Our Favorite Super Bowl XLVII Commercials Say about Us.”
Washington Post. The Washington Post, 4 Feb. 2013 Wed. 22 Oct. 2014
SycohTheatre. “Taco Bell “Viva Mas” Super Bowl Commercial | 2013.” Youtube 3. Feb. 2013.
Web. 22 Oct. 2014