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LeBron James stars in Lobos 1707 ad
Tequila brand Lobos 1707 has launched a digital campaign starring basketball player LeBron James and actor and singer Victoria Justice.
James invested in Lobos 1707 Tequila in 2020 as part of the Main Street Advisors’ (MSA) group. The brand launched in the US in the same year and in the UK in December 2023.
The campaign features an advert emulating an espionage thriller, with James playing the character of Agent 1707.
Justice stars as his nemesis, with the two battling it out in a high-stakes poker game.
During the ad, James drinks a cocktail made with Lobos 1707 reposado and Elote corn liqueur, garnished with a slice of lime.
“We approached this campaign with the intention of creating something entertaining, but also culturally relevant,” said Diego Osorio, founder and chief creative officer of Lobos 1707 Tequila & Mezcal, who appears in the video as a casino bartender. “We wanted the video to reflect the sophistication and premium quality of our brand, but without taking ourselves too seriously.
“Working with LeBron James and Victoria Justice was incredible, and I loved how they truly embodied their characters. We’re excited for our consumers to see this side to Lobos 1707 with the launch of Agent 1707.”
The campaign will run across social media platforms as well as on Hulu and Peacock.
To watch the ad, click below.
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