Old El Paso is taking its Tex-Mex product line to the gridiron — more specifically, its star players.
Old El Paso's creative agency, EP&Co, recruited pro football's Watt brothers — J.J., T.J. and Derek — to promote game-day food options in the new TV spot "Taco Boy." The trio may be rivals on the field, but they agree on tailgate cuisine.
“The Taco Boy'' is the latest part of Old El Paso’s newest campaign, “So. Many. Pasobilities,” which launched in June 2023. It's the first work since EP+Co was appointed the brand’s creative agency last September.
The spot establishes Old El Paso in the football space, promoting the Southwest food line — from tacos and tortillas to sauces and refried beans.
Running across TV and social, the 15-spot will officially launch nationally on broadcast TV and social on Sept. 4 and the full 30-second spot will premiere on Amazon on Sept. 14.
“My brothers and I have been eating Old El Paso products at the dinner table since we were kids, so we’re very excited to now have the opportunity to officially join the Old El Paso team,” said J.J. Watt, three-time AP Defensive Player of the Year.
T.J. Watt tackles the average game day in the new ad inspired by the 1998 movie, “The Waterboy.” All three brothers meet in a commercial that riffs on the classic football comedy. The spot, directed by the original “The Waterboy” director, Frank Coraci, debuts this football season.
“Where the '90s film focused on an H20-enthused protagonist, we connected our hero with an equal passion for Old El Paso tacos," says John Cornette, Chief Creative Officer of EP+Co. "The work positions Old El Paso as the ultimate football food — and gives audiences a reason to believe the brand is perfect for game nights and beyond.”
EP+Co. work includes Nature Valley, Bojangles, Planet Oat and 20th Century Studios.