• by Fern Siegel , Yesterday

Tequila Herradura, the 155-year-old tequila brand, is celebrating its artistry in a new integrated campaign: “We Leave Nothing to Luck and Everything to Craft.” The work underscores the lengthy process needed to deliver a smoother taste.

Targeting super-premium tequila drinkers, the creative by BBDO Chicago runs across TV, OOH, social, digital and in-store. The three 15-second spots were directed by Santiago Sierra Soler.

Spark Foundry handled media.

“Herradura has a long, legacy of craft. We set out to modernize that legacy in a way that felt bold yet authentic to the place and the people who have worked there for generations, keeping the tequila-making tradition alive,” Colin O'Toole, BBDO Chicago creative director, told Agency Daily.

The tequila brand's core expressions are aged beyond industry minimums. For example, while Reposado requires just two months, Herradura ages it 11 months. Extended aging allows the tequila to draw more nuanced character from the barrel, enhancing complexity and depth.

“This campaign is not a reinvention of Tequila Herradura — it’s a return to the truth of who we’ve always been,” said Shannon Taylor, VP/global managing director, Tequilas at Brown-Forman. “In a world moving faster than ever, Herradura stands for the power of time, intention and craft. Every bottle is the result of patience, expertise and a refusal to compromise — and that’s something today’s consumers can truly taste.”

BBDO Chicago's work also includes Instacart, Orbit and Oikos.