Tequila Herradura is making a case for patience in a world addicted to speed. The tequila brand has launched “We Leave Nothing to Luck and Everything to Craft,” a new global campaign developed by BBDO Chicago that spotlights the meticulous craftsmanship behind every bottle of Herradura.
Directed by Santiago Sierra Soler, the campaign emphasizes the brand’s 155-year commitment to traditional tequila-making, from slow-cooking 100% agave in clay ovens to natural fermentation and aging processes that exceed industry standards.
Rather than chase flashy trends or overhyped luxury aesthetics, the work leans into authenticity, heritage, and intentionality. The spot positions Herradura not simply as a product, but as the result of time, expertise, and restraint. Watch below:
“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.
“In a world moving faster than ever, Herradura stands for the power of time, intention and craft,” Taylor added. “Every bottle is the result of patience, expertise, and a refusal to compromise.”
Shot on location at Casa Herradura in Amatitán, Jalisco, and brought to life with a Mexican cast and crew, the campaign gives viewers an intimate look at the tequila-making process while reinforcing the brand’s belief that meaningful experiences cannot be rushed.
Visually, the work trades overproduced polish for tactile detail and cinematic realism, allowing the craftsmanship itself to become the hero.
“Consumers today are seeking more meaning in what they choose, from what they drink to how they spend their time,” Taylor noted. “‘We Leave Nothing to Luck and Everything to Craft’ captures that ethos in a way that feels both timeless and incredibly relevant.”
The campaign will roll out across television, out-of-home, social, digital, and in-store platforms. Its broadcast debut aired during NBC’s coverage of the 152nd Kentucky Derby.
CREDITS:
BRAND: Brown-Forman
- Shannon Taylor — Vice President
- Andrea Victoria Martinez — Manager
- Robert Rixman — Brand Director
- Adriana Villaseñor — Brand Manager
- Jarrod Hyman — Insights Manager
AGENCY: BBDO Chicago
- Robin Laurens — Executive Creative Director
- Jonathan Fussell — Executive Creative Director
- Abi Chieppa — Creative Director
- Colin O’Toole — Creative Director
- Sean Girardin — Strategy Director
- Montserrat Vazquez — Strategist
- Charlie Volanakis — Business Lead
- Alison Sheehy — Business Director
- Jennifer Layton — Business Director
- Nina Xoomsai — Executive Producer
- John Paul Ward — Producer
PRODUCTION COMPANY: Ridley Scott Associates LA
- Santiago Sierra Soler — Director
- Jenni Sprunger — Executive Producer
- Gaul Porat — Director of Photography
- Morna Ciraki — Line Producer
PRODUCTION SERVICES: The Lift
- Dalia Sierra — Line Producer
PRODUCTION COMPANY: Omnicom Studios
- Janel Naumann — Producer
- Casey Nobler — Editor
- Jose Toledo — Sound
POST PRODUCTION / VFX: Coffee & TV
- Jon O’Hara — Executive Producer
- Sorrel Higgins — Post Production
- Rob Walker — VFX Supervisor
- Simona Cristea — Colour Grading
MUSIC/SOUND: The Elements Music
- Cara Niemi — Sound Producer
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