Josh DiMarcantonio
Executive Creative Director at McCann New York
Venice, United States
TitleFirst Kiss
Agency
Campaign Live Más
Advertiser Taco Bell
Brand Taco Bell
PostedApril 2013
Product Cool Ranch Doritos Tacos Locos
Business Sector Restaurants & Fast Food
Tagline Live Más
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.
Media Type Television
Length
Market United States
Production Company
Post Production
Special Effects / VFX
Chief Creative Officer
Group Creative Director
Creative Director
Art Director
Copywriter
Director of Photography (DOP)
Director of Content Production
Executive Agency Producer
Agency Producer
Group Account Director
Account Director
Account Supervisor
Director
Editing Company

People related to this work

Related Ads

Trending

Create a free Talent profile and become a member of AdForum

Get Started