• by Fern Siegel , August 22, 2024

Lobos 1707 Tequila and Mezcal's newest spot takes a page from spy films.

The brand enlisted NBA star LeBron James and actress-singer Victoria Justice to promote the spirit, but in a cheeky way.

The spot, “Agent 1707,” posits James as a spy, locked in a high-stakes poker game with his arch enemy, played by Justice. The thriller overtones inject a sense of danger, with Lobos 1707 Tequila cast in a supporting role. James spells out the cocktail he wants, made with Lobos 1707 Reposado, Elote liqueur and garnished with a slice of lime. The twist is the ending.

The new campaign, produced by Rosewood Creative, runs on social media, Hulu and Peacock.

“We approached this campaign with the intention of creating something entertaining, but also culturally relevant. We wanted the video to reflect the sophistication and premium quality of our brand, but without taking ourselves too seriously,” said Diego Osorio, founder-chief creative officer of Lobos 1707 Tequila & Mezcal.

Osorio also makes a cameo in the spot as the casino bartender.

James is one of the brand's celebrity investors. Others include Arnold Schwarzenegger, Maverick Carter, Anthony David, Draymond Green and Rich Paul.

Sourced from 100% Blue Weber Agave, Lobos 1707 Tequila is harvested, distilled and bottled in Jalisco, Mexico. Since launching in 2020, Lobos 1707 has reached a market valuation of around $99 million, Bottle Raiders reported in 2023.

Rosewood Creative's work has included Fiat, Gin & Juice and Instacart.