Taco Bell takes on McDonald's with dystopian breakfast taco ad

Taco Bell's latest ad (©YouTube/Taco Bell)

Taco Bell’s latest offensive in the fast food war is a cold one.

To promote the launch of its latest menu, Taco Bell has released an eyebrow-raising ad that depicts its arch rival, McDonald’s, as Routine Republic, a Communist, dystopian state ruled by a Stalin-esque clown -- a darker version of Ronald McDonald.

The overall pitch?

To incite rebellion among its target audience -- Millennials -- against the long-ruling tyranny of ordinary breakfast sandwiches towards "the next generation of breakfast": biscuit tacos.

It’s a lot of drama and innuendo for a breakfast taco.

In the three-minute ad, images show an oppressed and impoverished proletariat shuffling mindlessly in long queues for their 'routine' breakfast sandwich.

But in a "Hunger Games," "Divergent," war camp-like scenario, a pair of renegade “breakfast defectors” make a run for it and flee to a happier place filled with hexagonal tacos.

A separate portal of social media challenges or "missions" has also been created for Millennials.

The ad is Taco Bell’s latest salvo against McDonald's, as part of its plan to grab a larger share of the coveted breakfast market, one of the last possible growth channels for North American fast food chains.

In addition to the cinematic ad, the Mexican-style fast food chain is hoping that a new biscuit taco sandwiching fillings like crispy chicken, country gravy and jalapeno honey will bring more morning traffic through its doors and drive-thru lanes.

The chain is also hoping to create as much buzz with its new Fritos Burrito as it did with its record-breaking Doritos Tacos Locos, one of the most successful fast food launches in recent years.

The Fritos Burrito is filled with seasoned beef, Frito chips, rice and nacho cheese sauce.

The chain is reportedly also experimenting with kiddie cereal Cap’n Crunch Delights for a new dessert.

This isn’t the first time Taco Bell has taken direct aim at McDonald’s in an ad. Last year, the chain gathered real, honest-to-goodness men named Ronald McDonald in the US to taste test its waffle breakfast taco for the chance to say that they were "lovin' it."

Watch Taco Bell's new ad: