We all remember our awkward first kiss stories, full of nervousness and rapid heartbeats. Based on “First Kiss,” the new 30-second ad in the Taco Bell Live Mas campaign that came through the tips line, we can now add sticky fingers and spicy breath to the list of uncomfortable descriptors.
Mixing Doritos Locos Tacos and kisses may not seem like the best idea, but this spot might strike the right cord for those who value some teenage sentimentality and John Hughes movies. Associating Taco Bell with cuteness is a tough trick to pull off, you know, with the greasy smells and penchant for attracting drunk college guys as a significant customer base, but Deutsch LA and director Zach Math found a way to pull it off. Taco Bell seems to have tapped the right nerve with Doritos Locos Tacos: the product helped create 15,000 new jobs. Maybe the company can use the profits to provide complimentary mouthwash with any purchase, so young lovers who want to make out in Taco Bell parking lots can have pleasant memories.
Credits after the jump.
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
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
Union Editorial
Editor: Ben Longland
Assistant Editor: Emalee Arroyo
President: Michael Raimondi
Executive Producer: Megan Dahlman
Producer: Joe Ross
Method Studios
Flame Artist: Claus Hansen
Executive Producer: Robert Owens
Producer: Stephanie Allis