Ad of the Day: Taco Bell

Are first kisses better if the girl tastes like a Cool Ranch Doritos taco?

Taco Bell walks the line between cute and gross in its latest commercial, featuring a teenage boy going in for his first kiss in his parents' minivan.

The girl sitting shotgun doesn't really seem that interested in him—she appears much more enamored of her Taco Bell Cool Ranch Doritos Locos Taco. But the boy boldly challenges the fast food for her affections, stealing a kiss and coming away with—well, if not the girl's heart, at least a pleasant soupçon of chewed-up taco. Awww. (Ewww?)

Director Zach Math, last seen shipping your pants for Kmart, worked to create actual tension between the boy and girl, according to the agency, Deutsch L.A. He wouldn't let them talk to each other until the shooting began, and then he tore a $100 bill in half and gave one half to each actor, saying they could tape it back together again only after the shoot—if they went out on a date together. (Taco Bell not included. White Castle is the more romantic fast-food joint anyway.)

The song, because that's what half the people watching this new Taco Bell ad will want to know, is "All Eyes on You" by St. Lucia.

Client: Taco Bell
Chief Marketing and Innovation Officer: Brian Niccol
Senior Director, Brand Experience: Tracee Larocca
Senior Manager, Brand Experience: Aron North

Agency: Deutsch, Los Angeles
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

Production Company: 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

Editorial Company: Union Editorial
Editor: Ben Longland
Assistant Editor: Emalee Arroyo
President: Michael Raimondi
Executive Producer: Megan Dahlman
Producer: Joe Ross

Post Production
VFX: Method Studios
Flame Artist: Claus Hansen
Executive Producer: Robert Owens
Producer: Stephanie Allis

Color: Company 3
Colorist: Dave Hussey

Audio Mix: Lime Studios
Mixer: Mark Meyuhas

Licensed Music: Licensed Track: “All Eyes On You”
Performer: St Lucia. Vocals: Patricia Beranek. Producer: St. Lucia. Co-Producer: Jonas Raab.
Composer/Lyricist: Jean-Philip Grobler
Publisher: Shongololo LLC.
© 2012 Columbia Records, a Division of Sony Music Entertainment

Additional Deutsch Credits:
Chief Executive Officer: Michael Sheldon
Account Management:
Group Account Director: Walter Smith
Account Director: Amanda Rantuccio
Account Supervisor: Amanda Schuster
Director of Media and Data Strategy: Kyle Acquistapace
Account Planning:
Chief Strategic Officer: Jeffrey Blish
Business Affairs/Traffic:
Director of Integrated Business Affairs: Abilino Guillermo
Business Affairs Manager: Judi Chandellor
Director of Broadcast Traffic: Carie Bonillo