• by Teresa Buyikian , August 19, 2024

007 isn’t the only suave, sophisticated secret agent in the spy world. Lobos 1707 Tequila has launched a new online campaign staring NBA superstar LeBron James, playing -- who else? Agent 1707.

The :90 online flick, seen here, is a mini Bond parody, complete with James as our hero, co-starring actress and singer Victoria Justice as his arch nemesis. The two are embroiled in a high stakes game of poker. But rather than order the classic Bond cocktail, (gin martini, shaken, not stirred) James asks for a Lobos Elote shot; two parts Lobos 1707 Tequila, 1 part Elote Liqueur, served up and garnished with lime.

“We approached this campaign with the intention of creating something entertaining, but also culturally relevant,” said Diego Osorio, founder and CCO of Lobos 1707 Tequila & Mezca,  in a release. “We wanted the video to reflect the sophistication and premium quality of our brand, but without taking ourselves too seriously.” Osorio himself also appears briefly in the spot as the casino’s bartender.

The spot continues with each player playfully teasing one another, with both eventually calling all in. Justice’s character asks his name. “James. LeBron James,” he replies. Meanwhile the cocktail sever has slipped James a “special” poker chip, which he proceeds to lose to Justice. As she walks away, we see James activate an electronic device which ticks within the chip case Justice has just walked off with. “Well played, agent,” says the server to James.

The new campaign begins its run today on social media as well as on Hulu and Peacock.

Not only is James the face of the campaign; he is one of the brand’s largest investors. Founded in 2020 by Osorio, Lobos 1707 Tequila launched with backing from the NBA star. The independently owned and operated brand has five different offerings: Lobos 1707 Joven Tequila, Lobos 1707 Reposado Tequila, Lobos 1707 Extra Añejo Tequila, Lobos 1707 Añejo Tequila (limited release) and Lobos 1707 Mezcal Artisanal.