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SBTV
Chance the Rapper stars in 1800 Tequila campaign
Proximo Spirits has unveiled a new campaign for 1800 Tequila that aims to “redefine masculinity”, featuring music from American artist Chance the Rapper.
The campaign aims to highlight the “refinement and raw personality” of the modern male
The campaign, named Just Refined Enough, aims to highlight the “refinement and raw personality” of the modern male.
Created by advertising agency CP+B LA, the campaign kicked off with a 60-second TV spot featuring Octave Minds and Chance The Rapper, with the piano work of Chilly Gonzales and production by Boys Noize.
The campaign depicts a hero who combines boxing with expert piano playing.
“Successful modern men expect more from brands than to be defined by outdated, one-dimensional perceptions of masculinity,” said Erin Chin, group brand director, 1800 Tequila.
“We want to celebrate a new masculinity — the modern Renaissance man. Someone with a keen eye on culture and a refined professional appearance, but with an inherent raw edge and unique style. That is also at the root of 1800 Tequila and how we have always behaved as a brand.”
“Spirits advertising is notorious for depicting one-note stereotypes of ‘successful’ men – slick, flashy guys usually seducing or ogling women in a bar,” said Paddy Fraser, creative director, CP+B LA.
“But men at the forefront of culture are much more multi-dimensional and evolved than this lazy portrayal. 1800 Tequila shares their complexity and aims to celebrate those who contradict the expected and lead the edge of modern urban culture.”
The brand has worked with a number of notable hip-hop artists, including A$AP Ferg, G-Eazy, Rae Sremmurd, Travis Scott, Wale, Mike Will Made It and Kid Ink.
1800 Tequila has also launched the eighth edition of the Essential Artists Series with renowned artist Enoc Perez unveiling six bottle designs at The Guggenheim, New York. The brand also has plans to collaborate with Billboard to promote up-and-coming musicians, working with rising fashion designers and more.
The campaign will continue throughout the year in a series of collaborations with “cultural creators” in the worlds of style, music and art.
Check out the full video below.