• by October 30, 2008

Three months after winning the North American creative account for Diageo's Jose Cuervo, WPP Group's JWT has launched a new campaign for the top-selling tequila brand. Called "Live Notoriously Well," the campaign provides what's called a tongue-in-cheek "guide on how to take life's experiences to the next level, responsibly."

"Live Notoriously Well" launched Wednesday with two 30-second TV spots running on such cable networks as ESPN, Spike TV, Discovery, Comedy Central, TNT, FX and TBS. The media agency is Grey's MediaCom.

The campaign theme will also be integrated into out-of-home, print, radio and online ads, as well as experiential marketing.

A new Web site from the brand's digital agency, Omnicom's Tribal DDB, launched simultaneously with the TV ads at www.LivingNotoriouslyWell. com. The site features 23 "chapters" from a "Book of Living Notoriously Well," allegedly written by Mr. Jose Cuervo himself. Sample chapter headings include "What to Order from Bottle Service" and "How to Drink from a Snifter."

The TV campaign drinks from the same concept, with chapters scheduled to unfold spot by spot.

"Negotiation," one of the first two spots, features the campaign's hero attempting to gain entrance into a nightclub for which he is not on the guest list. The hero introduces himself to a skeptical bouncer as "Burt Reynolds" and provides a fake business card with the corresponding name. Before the bouncer looks up from the card to question him, the hero is already inside enjoying Jose Cuervo Platino with his friends as two attractive women pass by and greet him with "Hi, Burt."