• by Fern Siegel , Yesterday

Dulce Vida believes tequila starts with agave. So its new campaign went directly to the source.

The agave plant, shot with dramatic lighting, speaks to the camera and explains how the brand is created. First, the plant spends eight years maturing and 20 hours roasting. “That’s why you savor it,” explains the voiceover. “Because the best things in life can’t be rushed.”

The work features 15- and 30-second iterations and runs nationwide across print (Rolling Stone), broadcast, cable (regional, FX and Bravo), digital (Google Ads, YouTube) and out-of-home ads, including in Austin, New York, Los Angeles, Denver, Nashville, Sacramento, DFW, Atlanta, Chicago and San Antonio.

Austin, Texas-based Supernatural, an arm of the Bakery agency, did the creative.

“The fun of working with Dulce Vida is that the brand has nothing to hide behind. It’s the world's leading organic, additive-free tequila, so we didn't need a borrowed celebrity to give it credibility. We enjoyed doing the burning bush thing with an agave and let it do the talking,” Rodrigo Rothschild, executive creative director, Bakery, told Agency Daily.

Founded in Austin as a passion project in 2010, craft tequila Dulce Vida was acquired by Milestone Brands in 2016.

The spirit is co-crafted at two distilleries in the Highlands of Jalisco, Mexico: Campanario and Trujillo. A celebrated tequila, it has won gold medals at the San Francisco World Spirits Competition and top honors at the New York International Spirits Competition.

Bakery’s creative accounts include Nike, Tree Hut and Shiner.