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Ray Liotta stars in new 1800 Tequila campaign

Goodfellas star Ray Liotta is fronting a new international marketing initiative for Proximo Spirits’ 1800 Tequila, further driving the brand’s masculine image.

1800 Tequila Ray Liotta
Actor Ray Liotta is the latest “tough guy” to front campaigns for Proximo-owned 1800 Tequila

Carrying the tagline “enough said”, the first of the series of TV advertisements, entitled “Them Boots”, launched earlier this week.

The advertisement features the 58-year-old actor walking through a train station before finding a bar to enjoy a glass of 1800 Tequila.

Liotta then stares disapprovingly at two other men drinking cocktails, prompting them to also order straight 1800 Tequila on the rocks.

The campaign has been created through a collaboration between Proximo Spirits and The VIA Agency, while this particular advertisement was filmed by music-video director Anthony Mandler.

VIA chief creative officer Greg Smith told AdWeek that the brand’s positioning was “not all about velvet ropes and artisanal bottles. It’s about what Tequila used to be, which is mystery and toughness – a guy’s guy’s drink.”

1800 Tequila previously enlisted Sopranos actor Michael Imperioli to star in its series of marketing campaigns.

Brand owner Proximo Spirits also recently recruited Kiefer Sutherland to front its Jose Cuervo campaign – the first since the distribution group took the helm from Diageo at the end of June this year.

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