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Taco Bell Hires Gen Z Content Creator Ashley Xu to Direct Their Latest Commercial

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Taco Bell Hires Gen Z Content Creator Ashley Xu to Direct Their Latest Commercial

Taco Bell has selected 22-year-old content creator Ashley Xu to direct their latest television commercial.

The fast-food chain’s decision to hire Xu, who describes herself as a “wannabe filmmaker,” departs from conventional commercial directing practices. According to former TikTok Head of Global Marketing Nick Tran, this move aligns with changing social media dynamics in advertising, particularly the need for “scroll-stopping” content.

“This is an amazing gig for a young creative in the space,” Tran wrote on LinkedIn, highlighting how the partnership serves multiple strategic purposes. Beyond the commercial itself, Xu’s documentation of the production process on social media platforms creates additional marketing opportunities through behind-the-scenes content and production vlogs.

The production maintained professional industry standards, including a rented set, food stylist, and marketing managers, while incorporating Xu’s creative direction. Advertising agency Laundry Service oversaw the project, with Lauren Lohse and Alex Kalbli as key production partners.

Xu, who developed the concept and wrote the shot list for the commercial, described the experience as “surreal.” The project was managed by Palette MGMT’s Kevin Pham and Danny Garrison.

The commercial has completed production, though its release date has not been disclosed.

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Cecilia Carloni, Interview Manager at Influence Weekly and writer for NetInfluencer. Coming from beautiful Argentina, Ceci has spent years chatting with big names in the influencer world, making friends and learning insider info along the way. When she’s not deep in interviews or writing, she's enjoying life with her two daughters. Ceci’s stories give a peek behind the curtain of influencer life, sharing the real and interesting tales from her many conversations with movers and shakers in the space.

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