Kiefer Sutherland stars in new Jose Cuervo campaign

Proximo Spirits has enlisted Kiefer Sutherland to front the first Jose Cuervo Tequila campaign since the distribution group took the helm from Diageo.

The advertisement sees Sutherland encourage viewers to ‘have a story’

The ‘Have a Story’ campaign is currently being rolled out across US television and will also feature on print, online and social media platforms, encouraging consumers to share their own personal stories through the use of the hashtag #cuervostory.

The ad, created by New York-based agency McCann, charts Sutherland’s movements through various scenarios in an anonymous city while he shares amusing anecdotes – which the brand hopes will demonstrate that ‘great stories begin and end with Jose Cuervo’.

A spokesperson at Proximo Spirits said: “Cuervo is the world’s largest and most awarded Tequila brand. We wanted to create a campaign that celebrates a great human truth – that one of the greatest sins in life is to be boring. We want to be part of the great stories that are told for years to come.”

‘Have a Story’ is the premium brand’s first campaign since New Jersey-based Proximo was appointed its distributor in North America after a long-running contract with Diageo came to an end in July.

“Cuervo is an iconic brand known for kicking off nights that are talked about for years to come,” said Tom Murphy, co-creative director of McCann. “We are incredibly excited to join the Proximo team in bringing this new chapter of the Cuervo story to life.”

This new chapter follows the failed bid by Diageo to purchase a significant stake in Jose Cuervo, which led to the decision for the drinks giant not to renew its distribution contract with the brand.

Jose Cuervo is now distributed by Proximo in the UK and North America, Think Spirits in Australia, Zamora Group in Spain, Edward Snell & Co in sub-Sahara Africa, and Jose Cuervo International in European travel retail.