Jose Cuervo unveils Tomorrow is Overrated adBy Nicola Carruthers
Jose Cuervo has set out to challenge the “uniformity” of Tequila marketing with its new campaign, Tomorrow is Overrated.
Created by advertising agency CP&B, the two-minute video features a group of bar-goers who are awaiting the end of civilisation as a tornado flurries through their town.
Carefree patrons decide to make the most of their remaining hours by downing Tequila shots and dancing to Elvis Presley’s ‘Now or Never’ on the jukebox.
The campaign also includes 15-second pre-roll ads that juxtapose boring tasks with exciting ones, including a conference call and a concert, and a minimart coffee and a midnight dip in the pool.
Daniel Mandelbaum, group brand director at Jose Cuervo told Advertising Age: “We noticed that the Tequila category has fallen victim to uniformity with brands trying to pursue premiumness”, with many “trying to behave like vodkas, with beautiful shots and images of people drinking cocktails.
“We wanted to challenge that trend and recapture Tequila’s intensity, remind people that Tequila’s anything but bland.”
Last month, the Mexican drinks group reportedly sold around US$790 million-worth of shares in an initial public offering.
Check out the full video below.