Deutsch LA Los Angeles, United States Advertising / Full Service / Integrated

  •  

Deutsch LA Creative Work

Title "First Kiss"
Agency Deutsch LA
Production Company Bob Industries
Editing Company Union Editorial
Post Production Methodstudios
Special Effects / VFX Methodstudios
Campaign Live Más
Advertiser Taco Bell
Brand Taco Bell
Product Cool Ranch Doritos Tacos Locos
Business Sector Restaurants & Fast Food
LanguageEnglish
Story

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.

Tagline Live Más
Media Type Television
Length30 seconds
Market United States
Creative Director Mr. Josh DiMarcantonio
Art Director Ms. Sara Oakley
Group Creative Director Mr. Brett Craig
Chief Creative Officer Mr. Mark Hunter
Copywriter Ms. Melissa Langston-Wood
Director Mr. Zach Math
Director of Integrated Production Mr. Vic Palumbo
Account Director Ms. Amanda Rantuccio
Agency Producer Ms. Alison McMahon
Agency Executive Producer Mr. Paul Roy
Account Supervisor Ms. Amanda Schuster
Director of Content Production Ms. Victoria Guenier
Group Account Director Mr. Walter Smith

Other Ads From This Campaign