Time Squad Campaign | Storytelling in Food Advertising | Clapboard

Time Squad

Description

Time Squad is a dynamic and engaging film campaign created for Taco Time by the ad agency DNA, launched in the United States in September 2019. Positioned within the food industry, this campaign leverages the power of storytelling through a single compelling media asset to capture the attention of its audience. The concept centers around the idea of a "Time Squad," which cleverly connects the fast, fresh food experience Taco Time offers with the notion of time management and convenience—key drivers for busy consumers seeking quick yet satisfying meal options. Utilizing sharp visuals, energetic pacing, and relatable scenarios, the campaign communicates Taco Time’s value proposition with a modern and memorable approach. By focusing on concise messaging delivered in English, it ensures broad accessibility and resonance across diverse demographics within the United States. This strategic execution not only underlines Taco Time’s brand identity as a convenient and delicious fast-food choice but also reinforces emotional engagement through a narrative that feels both timely and relevant in today’s fast-paced lifestyle. The film medium effectively showcases the product and brand ethos while encouraging viewers to make Taco Time their go-to meal solution, driving both awareness and consideration in a competitive food marketplace. Overall, Time Squad stands as a creative testament to Taco Time’s commitment to innovation in communication, blending entertainment and brand storytelling to foster a lasting connection with consumers.

Credits

Client

Taco Time

Agency

DNA

President

Chris Witherspoon

Strategic Planner

Christine Wise, Summer Slater, Rob Scherzer

Executive Creative Director

Steve Williams

Art Director

Lindell Serrin, Evan Haynes

Copywriter

Saedi Hitner, Andy Corbett, Sydney Bonner

Director Of Client Services

Caroline Ballaine

Account Management

Kayla McLain, Julie McQuary

Media Supervisor

Jake Bevis

Project Manager

Julie Ayala, Stephanie Clark

Brand Strategist

Jack Eiselt

Production House

Petting Zoo

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Campaign Proposition

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Creative Device

FORMAT#12 PARODY OR BORROWED FORMAT — Uses or parodies pop culture formats like films, shows, or genres. This campaign is titled "Time Squad" and categorized under the narrative genre, which strongly hints at a creative format that plays with familiar story structures or pop culture tropes. The title "Time Squad" implies a riff on action/adventure or time-travel squad TV shows or movies, suggesting an intentional parody or homage. The lack of direct problem-solution framing, testimonials, or explicit brand benefit focus supports the interpretation that the ad’s creative device centers on leveraging and humorously riffing off recognizable entertainment formats rather than direct product demonstration or traditional storytelling arcs. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

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