Don Julio campaign celebrates Mexico

Diageo-owned Don Julio Tequila has released a new short film as part of its Por Amor campaign, which aims to bring Mexico ‘to a global stage’.

The global campaign has been curated to promote the brand’s ‘for love’ message, upheld by its late founder, Don Julio González, with a short film that looks to celebrate modern Mexico, its people and culture.

Titled ‘A Love Letter to Mexico’, the spot was filmed solely in Mexico, and captures the country across various locations and landscapes, including Mexico City, Tulum, Atotonilco, and the highlands of Jalisco, where Don Julio Tequila is made.

Christina Choi, senior vice-president of Tequila at Diageo North America, said: “The brand’s explosive growth in the US has been a result of sharing our Tequila that was created out of love for craft, and this campaign is setting the stage for our next chapter.

“We’ve been a leader in defining luxury Tequila and it’s culture. As we continue to share our love for Tequila making with the world, we are once again defining what it means to be at the forefront of the category by partnering with Mexican creatives who demonstrate the same unparalleled drive to live Por Amor.”

The film was produced in collaboration with creatives that each shared their own vision of Mexico. 

The film was shot by Mexico City-based cinematographer, Flavia Martinez, while Mexican-American photographer Thalia Gochez captured stills.

Meanwhile Lao, of Mexico City record label NAAFI & The Elements Music, remixed the music, and the film was styled by creative director Nayeli De Alba.

Director JC Molina said: “As a Mexican American artist I have always felt inspired by my culture. To be asked to film a love letter to mi Mexico, as my directorial debut, has been an honour and a great privilege.”

Guilherme Martins, senior marketing director for global Tequila at Diageo, and Tequila Don Julio’s brand director, added: “What truly sets this campaign apart is the entirely new visual identity that we’re unveiling for Tequila Don Julio on a global stage.

“Por Amor is not just an anthem, but an invitation to celebrate the modern spirit of the country that this brand calls home and collaborate directly with its people who live Por Amor.”

The campaign will roll out in markets around the world for the largest globally-led campaign in the brand’s history.

The first markets include the US, Canada and Mexico and will be supported through a robust global marketing mix in OOH (out-of-home), paid media, social, digital, press outreach, and events.

Don Julio is one of the world’s biggest-selling Tequila brands and was prominent in this year’s Tequila and Mezcal Masters.

To watch the spot, click below.