Kaboom’s Brandon Dickerson & The TJ DJ Spin A Tasty New Campaign
Taco Johns is a brand that has earned a loyal and bold following. So it is no surprise that when agency Preston Kelly (formerly Kerker) decided to develop an ongoing advertising campaign to follow the success of the Taco Johns Whiplash The Cowboy Monkey, it sought a spokesperson that embodies this consumer passion. The TJ DJ is just that — an affable uber fan who dedicates creative efforts to espouse the merits of his beloved Taco Johns. To cast this unique character and produce the inaugural campaign, agency Preston Kelly turned to Kaboom productions and Cannes Lion-winning director Brandon Dickerson.
“This was an amazing opportunity to collaborate with the agency to develop the TJ DJ, cast the perfect person for the role, and direct his performance,” says Dickerson. “In everything I’ve directed – from music videos to commercials – I’ve always focused on the nuance of performance to enhance narrative and develop character. Here, I was able to participate on an even greater scale by helping to cast a person who will potentially live the role for years to come. It’s been an exceptional experience.”
In the inaugural spot, ardent music fans are camped outside an arena, waiting to buy concert tickets when a funky van bearing the words “TJ DJ” cruises into the parking lot. Adding a little spice to the traditional taco truck, this DJ-on-wheels awakens the senses of the breakfast-starved, sleep-deprived fans, reminding them that even the most die-hard shouldn’t miss breakfast – especially the “best breakfast burritos in town . . .” In the next commercial, TJ DJ is so passionate about Taco John’s new Stuffed Grilled Taco, he’s willing to promote in the most unlikely setting: Heritage Days, a high school gymnasium-gathering of retired war veterans. Using two turntables, TJ DJ’s performance is convictive, inspiring the old-timers to get loose. The rest of the campaign follows suit, with the TJ DJ making the scene on behalf of burrito and taco lovers everywhere, especially the Midwest enthusiasts for Taco Johns.
Based on the success of the launch campaign, Dickerson is now completing the second round of Taco Johns spots and was hired to photograph the point of purchase cut outs of the TJ DJ that appear in every Taco Johns.
Advertising Agency: Preston Kelly / Minneapolis, MN
ACD/Art Director: Anne Taylor
ACD/Copywriter: Terry Thomas
Account Director: Mark Jenson
Producer: Anne Swarts
Production Company: kaboom productions / San Francisco, CA
Director: Brandon Dickerson
DP: Martin Coppen
Executive Producer: Lauren Schwartz
Producer: Steven Sills
Editorial Company: Ditch Edit. / Minneapolis, MN
Producer: JP McIntosh
Editor: Brody Howard
VFX: Crash & Sues Film / Video Post / Minneapolis, MN
Executive Producer: Donna Drewick
Flame Artist: Derek Johnson
Colorist: Sue Laskso
Music Company: In the Groove / Minneapolis, MN
Composer: Drew Ledao
Executive Producer: Derran Drew & Brian Reidinger
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