• by Karlene Lukovitz  @KLmarketdaily, March 7, 2017

Given the apocalyptic tone of the real news these days, Jose Cuervo’s new campaign, “Tomorrow Is Overrated,” could turn out to be positively prescient. 

Let’s hope not. But it’s certainly a direct, if tongue-in-cheek, attempt to tap into Americans’ current fears and need for an occasional release — like a shot of no-nonsense liquor, ideally in the context of a madly romantic moment. 

The brand describes the creative as seeking to “resurrect the original intensity” of tequila by celebrating Cuervo’s “historic disregard for anything but celebrating the moment” — as contrasted with other tequilas’ focus on “refinement and conformity.” 

But Kevin Jones, chief creative officer of Cuervo’s agency of record, Crispin Porter + Bogusky LA, cuts to the chase: “This campaign bluntly points out that whatever awaits us tomorrow might not be that great of a reason to miss out the fun you could be having tonight,” he says. “And with all the uncertainty there is in the world now, this message seems particularly relevant.”

The campaign’s centerpieces are a two-minute video (below) and a 60-second TV spot adapted from it. 

Directed by Ringan Ledwidge — known for unnerving films like “Gone” and “Voodoo in My Blood,” as well as ads for Nike (“Winner Stays”) and Planters (“Planters Holiday Party”) — the video depicts a handful of people who are in a bar out West somewhere when an announcement comes over the television: “The end of civilization is upon us. Hold your loved ones close.” 

As a powerful wind (nuclear firestorm?) blows fellow citizens past the bar’s windows, one handsome, be-jeaned dude puts Elvis’s “It’s Now or Never” on the juke box and makes like Astaire with the woman nearest him. (Luckily, she’s gorgeous, in an unpretentious, cow-gal kinda way.) 

Other watering hole denizens are inspired to follow suit — and enjoy Cuervo shots — relishing the moment even as the roof blows off and the end is nigh.