• by Larissa Faw , August 12, 2016

Tequila Herradura combines music with science for its new "Sounds of Smoothness" campaign supporting its Ultra brand of tequila. 

Developed with agency Grey Canada, the creative features sound frequencies reverberating through the crystal clear tequila set on top of a speaker. The liquid moves and shifts based on the musical beat filtered with various colored backgrounds.

The ad ends with the "beyond Smoothness" tagline. 

The concept is designed to celebrate nightlife culture, which is largely influenced by music. The ad's hypnotic tune comes from Massive Music, a global company that produces and composes custom music.

A key goal of the campaign is to position Ultra as the “superior choice” and the high-end brand is targeted to reach affluent tequila drinkers.

The U.S. campaign runs across video and music streaming services including Hulu and Spotify, and mobile search platforms such as Foursquare. A behind-the-scenes video appears across social media to explain how the campaign was developed.

“Ultra is a Tequila for people who love the night life. Music, rhythm, light, excitement,” stated Joel Arbez, executive creative director, Grey Canada. “So what we wanted to do was bring that whole vibe together with the product itself, and cymatics [the study of wave phenomena, particularly sound] was the perfect way to do it.”