• by Fern Siegel , March 18, 2026

Patron Tequila is celebrating craft in its latest campaign in “The Perfect Pour,” directed by Mexican filmmaker Guillermo del Toro, whose "Frankenstein" won three Oscars in technical categories.

The spot, which utilizes Mexican folk imagery, debuts in the U.S. on ESPN's Golden State Warriors @ Boston Celtics NBA game March 18. After that, the campaign rolls out across TV, online video, digital and social channels. It also runs in select international markets later this year.

BBH USA produced the creative.

“Perfection isn’t rushed — it’s built frame by frame, pour by pour,” said del Toro. “I believe in artistry over industry, soul over process. That’s what drew me to this collaboration with Patron. This work is about honoring craft, intention and the beauty that comes from doing things the right way.”

Patron Tequila is handcrafted in Jalisco, Mexico, from three ingredients: 100% Weber Blue Agave, water and yeast. 

Roberto Ramirez-Laverde, Global SVP, Patron Tequila, added: “From day one, we've never compromised on how we craft our tequila. 'The Perfect Pour' delivers a message that hiring an award–winning filmmaker to direct a simple pour shot may seem excessive — but those are the same lengths we go to craft every bottle. We don’t compromise on our process.”

The agency's work includes Arby's, Grey Goose, Samsung and PayPal.

(Photo: Austin Nelson)