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.

CREDITS

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

Media:

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