In Taco Bell's commercial, they introduce the idea of a new kind of breakfast. The franchise that they are attacking is McDonald's, which is demonstrated by a variation images and symbols, because of their high demand of breakfast foods. They portray McDonald's as a sort of dictator over all of their people, forcing them to confine to the same routine of having their breakfast only with no other alternative. However, there are a couple of rebels in the crowd who decide that it is time to break away from the norms and get something that is better. They use symbols and colors to exemplify the point that the grass is greener on the other side.

Often artists use different color schemes in order to show various emotions in their pieces. Darker colors indicate sadness and loneliness, while brighter colors are used to display happy feelings like euphoria and freedom. In the commercial, the creators portray McDonald's in a very drab looking setting; everything has neutral colors like grey and black. Nobody in the town or city looks happy, they all walk around in straight lines with frowns on their faces. Their clothes all look drabby and the walls and everything around looks worn down and weathered. Usually these colors are meant to show feelings of sadness and worthlessness. This type of color scheme also shows the control that this town's leader has over them. They are all made to dress in boring colors and walk around in an orderly fashion to ensure that everything stays in place and that they have total dominance. They cut off all fun from their people to make sure that they are only focused on one thing, eating their routine breakfast. Giving them any freedom would lead them to think that they had even more freedom to do whatever they please, including getting their hands on some other type of breakfast. When the two rebels escape into the forbidden land of Taco Bell, they are met with eye-popping colors and people with happy expressions everywhere. The bright colors are used to represent a feeling of happiness and fun, thus showing that this town is much better than the drabby town on the other side of the wall.  Taco bell's town shows a ray of hope for those that are living in the dull routine republic. It gives an escape from the cruel ruling of the dictatorship of McDonald's into a free and new world. Showing that there is something better waiting around the corner, it just has to be found.

Aside from the color schemes and obvious characters portrayed in the commercial, there are also several other examples of imagery and real world concepts. The leaders in this town are shown as clowns, obviously to represent McDonald's as their mascot is Ronald McDonald, a clown. The fact that the people of the routine republic are forced to live each day the exact same shows the type of power that the government can have over its people. There is also the fear of people rebelling against these set rules. They are afraid of going against the social norms. However, there will always be at least one person that is willing to give up everything for what they believe in. In this case, it is the man that takes the clue of the revolution and leaves despite knowing that if he gets caught he could end up in serious consequences. Taco Bell offers this escape for the greater good of the people, they want everyone to be happy so they display this free type of world. 

While this commercial seems to merely be a campaign to step out of the same old routine of regular breakfast food and expand your horizons to something different and new, I also see the social aspect of the message. All our lives we are taught what is wrong and what is right, and that if we do something wrong we get in trouble for it. Our parents shove their beliefs down our throats and expect us to never try anything new because that is not how they were raised and that is not how they want us to be either. If we never try how will we really know that what we are doing is actually wrong and not just something that society thinks is wrong.

 Dictators have a sort of monopoly of their government which is how McDonald's thinks they are over the world of fast food. This is where Taco Bell comes into play, trying to show that they can make breakfast food just as good, and even better. In the commercial the voice of the Routine Republic repeats the phrase: "Circle is good, hexagon is bad."  The circle represents the regular McDonald's breakfast sandwich, while the hexagon is the Taco Bell A.M. Crunchwrap. They are trying to convey a sort of chant to get it embedded into the brains of the people in order to ensure that they will stay with their breakfast and not go to the other side. The voice also says, "same breakfast, same routine, same smile." This is just an addition to the chant to establish their power over the republic. Their intention is that when they eat their breakfast it is guaranteed to make them happy everyday. However, the people are ultimately unhappy. The reality is that people get tired of routines. We, as an evolving culture, strive for new things, to break away from habits. That is Taco Bell's goal, to grant that change, to give the people something new to get excited about.

In the Routine Republic commercial, an area, which is meant to represent the McDonald's franchise, is depicted as being under rule in a dictatorship. They force their people to only eat their breakfast food everyday and come off as a dark town full of sadness, while the voice sounds cheerful and promises happiness with the routine breakfast. McDonald's completely turns down any thoughts of going to another place for breakfast because theirs is the only one that can grant happiness. However, just like in real life social interactions there is always someone willing to go completely against what they are taught to just accept. People who are fed up with the routine run away from the republic into a town of real happiness and full of color and freedom. The point of this commercial is to show that sometimes it is okay to break free from social norms and that if we do not take a chance we will never know that the better of everything is on the other side. We are taught to stay away from things that are different, because different means wrong. There is nothing wrong with trying new things. 

