Deutsch LA, Los Angeles Follow Update

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Taco Bell - "First Kiss" - Deutsch LA

  • First Kiss
  • Taco Bell
  • Taco Bell
  • Deutsch LA
  • United States
  • Live Más
Product NameCool Ranch Doritos Tacos Locos
Product CategoryRestaurants & Fast Food
MarketUnited States
Media TypeTelevision
Length30 Seconds
Production Company Bob Industries
Editing Company Union Editorial
Post Production Methodstudios
Special Effects / VFX Methodstudios
Creative Director Josh DiMarcantonio
Art Director Sara Oakley
Group Creative Director Brett Craig
Chief Creative Officer Mark Hunter
Copywriter Melissa Langston-Wood
Director Zach Math
Director of Integrated Production Vic Palumbo
Account Director Amanda Rantuccio
Agency Producer Alison McMahon
Agency Executive Producer Paul Roy
Account Supervisor Amanda Schuster
Director of Content Production Victoria Guenier
Group Account Director Walter Smith
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.