Hornitos Tequila is officially launching its “A Shot Worth Taking” campaign on Sept. 16 — Mexican Independence Day and the anniversary of the tequila’s launch in 1950, according to the brand.
The campaign is also timed to support the launch of Hornitos Cristalino, an aged tequila that’s filtered for clarity.
Hornitos actually executed a soft launch of the campaign in April in social media (using #AShotWorthTaking), print and out-of-home. Now, the brand is debuting digital and online video advertising. Television ads will be added in 2018.
The videos feature several individuals who are starting their own ventures or careers — “shot takers” identified and selected through their crowdfunding pages. Hornitos is providing financial support for each, in return for their participation in the videos.
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“Hornitos was founded on the principle that nothing great ever happens without taking a risk, and we wanted to develop a campaign that’s rooted in this mindset,” as well as encourage and reward individuals who embody that spirit, said Malini Patel, vice president of tequilas and innovation at Beam Suntory. “’A Shot Worth Taking’ encourages people to take shots of their own to achieve something truly meaningful.”
One digital ad (below) features aspiring Mexican-American hip-hop artist Zairah. Others star aspiring drag show producer Marc Singer; aspiring Hollywood stuntman Kyle Williams; and aspiring denim fashion designers Phillip Landrum and Phil Lee.
The digital ads were produced by The Community agency and directed by Sara Alize Cross — who is herself “taking a shot” by switching to filmmaking from a previous career in the fashion industry, says Hornitos.
The ads will run in 60-, 30-, 15- and 6-second formats, viewable (with registration) at YouTube.com/TequilaHornitos.