Do you remember your first kiss? It was probably as awkward as it was awesome. That’s the feeling Taco Bell tried to portray in it's latest commercial, “First Kiss” by the creatives at Deutsch LA.
The ad shows how Taco Bell’s “Live Mas” tagline works in small, believable ways, with people taking leaps they wouldn’t normally take. A teenage couple on their first date in front of a Taco Bell feels as if they could have come out of a John Hughes’ movie, all awkwardness and sweetness. (The song, "All Eyes on You" by St. Lucia, has an 80s synth vibe that gives the ad even more of a Hughes feel.) "For us the ad captures one of those moments where you first felt really alive, where you borrow your parent’s car, hang out with your friends in a Taco Bell parking lot, and (possibly) steal your first kiss."
Director Zach Math, who also shot the previous two spots for Taco Bell, “Hola” and “The Most Obvious Idea in the World,” worked to create actual tension between the boy and the girl. He wouldn’t let them talk to each other until the actual shooting began. Then he tore a 100-dollar bill in half and gave one half to each actor, saying that they could only tape it back together again after the shoot—if they went out on a date.
Credits:
Creative Advertising Agency: Deutsch LA
Chief Creative Officer: Mark Hunter
Group Creative Director: Brett Craig
Creative Director: Josh DiMarcantonio
Senior Art Director: Sara Oakley
Senior Copywriter: Melissa Langston-Wood
Director of Integrated Production: Vic Palumbo
Director of Content Production: Victoria Guenier
Executive Producer: Paul Roy
Producer: Alison McMahon
Music Supervisor: Dave Rocco
Production Company: Bob Industries
Director: Zach Math
Executive Producer/UPM: TK Knowles
Executive Producer: John O’Grady
Executive Producer: Chuck Ryant
Producer: Brian Etting
Director of Photography: Manel Ruiz
Editing: Union Editorial
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