Hornitos Tequila releases empowering new ad First Steps

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Hornitos Tequila, a premium tequila brand founded on the belief that nothing great happens without taking a chance, today announced its newest advertisement titled First Steps.

The spot, which evolves the brand’s empowering A Shot Worth Taking marketing campaign, is a rallying cry for those who wonder what if? and serves as a reminder that taking shots in life is not only brave, but also rewarding.

The energizing TV spot allows viewers to follow individuals who are plunging into the unknown toward the exploration of something greater – just as Hornitos Tequila has fearlessly pushed the boundaries of the tequila category since the brand’s inception in 1950. From boxing rings to boardrooms and concert stages to ocean swells, each endeavor profiled in First Steps poses a daunting, unknown outcome, but the shot taken in that first moment of bravery yields tangible, personal reward.

First Steps is a natural extension of our long-term brand work that motivates our fans to pursue what they’re passionate about, even if it means taking chances and getting out of their comfort zones,” said Rashidi Hodari, Managing Director of Tequila at Beam Suntory. “Sometimes taking that first step is the hardest part, and we hope the diverse, first-hand accounts chronicled in this spot ignite excitement and courage in fans ready to take their shot in 2021.”


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Launching this month, First Steps marks the brand’s newest creative evolution in the A Shot Worth Taking campaign and its first with McCann New York. The spots will run across multiple national news, entertainment and sports outlets in both English and Spanish, including ESPN, FX, FOX, NBC, TBS, ABC and MLB Network.  First Steps will also air on Hulu, Hulu Latino and Vevo platforms, as well as social media channels including Instagram and Twitter throughout 2021.

First Steps was directed by Rodrigo Saavedra of The Director’s Bureau, an award-winning director whose name is synonymous with successful global commercials on behalf of nationally recognized brands.

The new creative complements Hornitos Tequila’s ongoing initiatives dedicated to the empowerment of shot takers everywhere, including The Shot Fund, a multi-year investment platform enabling creative entrepreneurs, and A Fair Shot, the brand’s purpose platform that empowers aspiring immigrants on their journeys toward citizenship.


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