Tequila Herradura launches its first-ever global campaign, “Extraordinary Awaits,” with a rebranded image and new :30 film. In a category that has become repetitive and expected, Tequila Herradura aims to carve out its unique position.
In this new campaign, the 150-year-old tequila brand highlights the extraordinary possibilities that await when you try this world class and award-winning spirit.
The film follows a female protagonist as she navigates a stale party. After choosing to make a cocktail with Tequila Herradura, she unlocks a night of color, energy, and movement. Additional details about this ad include:
- The campaign was made with creative advertising agency Energy BBDO. This is the agency’s first campaign for Tequila Herradura.
- The surreal effects – like a marble column lighting up, a painting melting to the floor, and a Roman bust dancing for the camera – were all achieved with computer-generated imagery (CGI).
- The musical track that plays was created specifically for this spot in partnership with Squeak E. Clean Studios.
The new campaign will run on television, online, social and out-of-home (OOH) globally this year. Aspects of the OOH campaign, like a series of vibrant murals, were done in partnership with surrealist Colombian artist Carolina Nino.
“With over 150 years of tequila production under our belts and credited with creating the Reposado and Extra-Anejo categories, Tequila Herradura has always been extraordinary,” says Mia Simpson Culp, Managing Director, Tequila Herradura. “With our new extraordinary brand campaign, we’re inviting consumers to raise a glass this summer as we bring out what is extraordinary in all of us.”
“We were given the opportunity to create a visual feast for the senses, from the set design, to wardrobe, to the VFX,” says Monique Kaplan, SVP Creative Director, Energy BBDO. “The film really captures the essence of Tequila Herradura and seeing where the night may take you.”
“We wanted to make the cocktail shaker an integral part of the track. The power in the shaker is meant to transform this very stiff and dull gathering into a vibrant party, just as Tequila Herradura can transform a night,” said Justin Hori, Composer, Squeak E. Clean Studios. “For this song we collaborated with artist and good friend, Piwa, who wrote a great hook in Shona, the native language of Zimbabwe.”
Tequila Herradura, it is an ultra-premium tequila, produced using many of the same authentic techniques when the first bottle was enjoyed more than 150 years ago. It is produced at Casa Herradura, located in Amatitan, Mexico, the last true tequila-producing Hacienda left on the planet. The brand has an extraordinary history, credited with creating both the first Reposado and Extra-Anejo categories, and always aging its tequilas well past industry standards.
Credits: Brown-Forman, “Extraordinary Awaits”
Client: Brown-Forman
Product: Herradura
Title: Extraordinary Awaits
Agency: Energy BBDO
Chief Creative Officers: Josh Gross & Pedro Pérez
Creative Directors: Monique Kaplan & Lucas Owens
Associate Creative Directors: Jordan Sparrow & Ricky Johanet
Sr. Art Director: Allie Salzman
Copywriter: Lucy Butka
Head of Integrated Production: John Pratt
Executive Producer: Jeff Davis
Producer: Lily McNamara
Director of Print Production: Mary Day
Executive Art Producer: Liz Miller-Gershfeld
Executive Director of Music: Daniel Kuypers
Music Producer: Nick Maker
Managing Director: Lianne Sinclair
Group Account Director: Billy Jones
Account Supervisors: Rachel James & Ricardo Delgado
Group Strategy Director: Allison ArlingGiorgi
Global Strategy Director: Kaitlyn Thompson
Project Manager: Alisa Lollino
Production Company: Biscuit Filmworks
Director: Ben Strebel
Partner/ Managing Director: Shawn Lacy
Executive Producer: Andrew Travelstead
Producer: Simon Eakhurst
Head of Production: Sean Moody
Director of Photography: Katelin Arizmendi
Production Designer: David Lee
Wardrobe Stylist: PC Williams
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