• by Les Luchter , July 7, 2021

 
Above image: Ad for 1800 Cristalino Tequila.

Female protagonists turn stale nights into stellar experiences by choosing the right tequila in separate music-driven spots from two different companies: Proximo Spirits’ 1800 Cristalino Tequila and Brown-Forman’s Tequila Herradura.

Both tequila brands says they’re not just targeting women with these two female-centric campaigns.

1800 Cristalino Tequila says its target is millennials, luxury spirits drinkers and lifestyle tequila drinkers, while Herradura Tequila aims to reach 25- to 39-year-old premium spirits drinkers.

For 1800 Cristalino Tequila, songwriter Kali Uchis stars in :15 and :30 spots, in both English and Spanish versions, that were directed by Jenn Nkiru. Uchis and Nkiri both won Grammys this year, Uchis for “10%” and Nkiru for Beyonce’s “Brown Skin Girl” music video.

A woman, waiting to order a drink at a bar to no avail, reaches for a bottle of 1800 Cristalino Tequila on the bar’s top shelf. By climbing a ladder behind the bar, she ascends to a luxurious setting, becoming a party host adorned in glittering jewels. She dances and toasts.

The 1800 Cristalino Tequila campaign just finished a two-week TV run on such networks as BET, Comedy Central and Univision, and will return again for two-week periods spanning Thanksgiving and Christmas.   The ads are also running online on Hulu, Univision NOW and Vevo through September 5, and on YouTube, Facebook and Instagram through the end of year.

Agencies include Translation (creative), Arena (media)  Brand New (talent procurement) and Exposure (PR).

In a Tequila Herradura :30 spot, a woman at a dull party decides to make a cocktail with the product, after which the entire scene changes into a night of bright colors, movement and an animated statue. 

Squeak E. Clean Studios collaborated with artist Piwa on the musical track.

"We wanted to make the cocktail shaker an integral part of the track,” said Justin Hori, composer for Squeak E. Clean. “The power in the shaker is meant to transform this very stiff and dull gathering into a vibrant party.”

Launched June 29, the Tequila Herradura ad will run through the rest of the year on TV, online and social as part of the brand’s first global campaign. There are also in-store and out-of-home elements, including a series of murals done in partnership with surrealist Colombian artist Carolina Nino

Agencies include Energy BBDO (creative) and Spark Foundry (media), with Rascal Post Ldn handing CGI.