Old El Paso demonstrates the ‘pull’ of the crunch in new campaign
Our new campaign for Old El Paso, ‘The Crunch is Calling’, positions the distinctive sound of a taco bite as a playful signal to put down phones, pause the day, and gather around the table.
At the center of the campaign is a 30-second film directed by J Marlow through Outsider, created in collaboration with our global content studio Girl&Bear. The spot follows everyday people - from an office worker to a barber and a lawnmower driver - who are pulled away from their daily routines to race toward a family dinner table the moment a woman bites into a taco and sends an irresistible crunch echoing through the town.
By stepping outside the typical picture-perfect home setting, the campaign spotlights how messy, hands-on meals can cut through the noise of daily life and bring people together for moments that matter.
"We’re taking the idea that dinner is the ultimate community ritual and turning it into a call to action. ‘The Crunch is Calling’ celebrates the unique power of Mexican food to cut through the everyday humdrum and bring people together. It’s loud, it’s fun, and it’s a reminder that the best connections happen when you’re hands-on, heads-up and fully engaged. We’re ready for the nation to hear the crunch and come together."
Rodrigo Patiño, Business Unit Director at Old El Paso
"Bringing this campaign to life with Old El Paso has been an absolute blast. It represents a creative leap for the brand into a more vibrant, messy, authentic space, and it's a testament to a partnership that just keeps getting stronger. We’re incredibly proud of the work, and trust us - this is only the beginning."
Ross Neil, Executive Creative Director at Blue
The work is rolling out globally across TV, social, digital, outdoor, and in-store channels.