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TitleFirst Kiss
Production Company
Editing Company
Post Production
Special Effects / VFX
Campaign Live Más
Advertiser Taco Bell
Brand Taco Bell
Product Cool Ranch Doritos Tacos Locos
Business Sector Restaurants & Fast Food
Tagline Live Más

The spot 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 our recent 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.

Media Type Television
Market United States
Creative Director
Art Director
Group Creative Director
Chief Creative Officer
Director of Integrated Production
Account Director
Agency Producer
Executive Agency Producer
Account Supervisor
Director of Content Production
Group Account Director

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