1800 Tequila Debuts New Spots With 'Sopranos' Star

Proximo Spirits said it is rolling out eight new spots for its 1800 Tequila brand with former "Sopranos" star Michael Imperioli continuing as spokesman. The $18 million effort is to run on ESPN and other cable networks.

The spots are from New York agency Dead As We Know with Imperioli continuing in the role of a dapper "tough guy," akin to the character he played on the HBO hit.

Spirits marketers are rolling out a slew of campaigns for the summer, with recent announcements about Maker's Mark and Grey Goose.

Imperioli began as a spokesman for the 1800 brand, which competes with Petron in the premium tequila arena, two years ago.

Privately held Proximo also has two vodka brands in its portfolio. In 2009, it signed a deal linking 1800 with the Los Angeles Lakers, allowing it to use the team logo in promotions. Last year, it added an agreement with the New York Knicks.

Imperioli starred in ABC drama "Detroit 1-8-7," which will not be back next season.

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