Jose Cuervo’s New Ad Encourages People to Live in the Moment Since ‘Tomorrow is Overrated’

Jose Cuervo has released a YOLO-esque campaign created by CP+B LA that the tequila brand hopes will appeal to those who like to live in the moment.

Running under the new tagline ‘Tomorrow is Overrated,’ the campaign’s centerpiece is an apocalyptic two-minute video that features a group of bar goers who aren’t bothered by the chaos and destruction taking place outside of the bar’s doors.

Instead of panicking when a TV newscaster proclaims that “the end of civilization is upon us,” the crowd inside of the bar decides to have some tequila-drenched fun while Elvis’s ‘It’s Now Or Never’ plays on the jukebox. As the bar’s walls begin to shake and crumble, the patrons dance with each other while downing shots of Jose Cuervo.

The video, which was directed by Ringan Ledwidge, is airing as a one-minute spot on television. The ‘Tomorrow is Overrated’ campaign also includes 15-second pre-roll ads that juxtapose mundane tasks with exciting ones – for example, one ad contrasts the sounds of a boring conference call to music playing at a concert.

“At tequila’s core is an energy and excitement that sets it apart from other alcoholic beverages. But all we see on TV is a string of bottle beauty shots, agave fields and sweaty rocks glasses,” said Daniel Mandelbaum, group brand director at Jose Cuervo, in a statement. “With over 220 years of tequila-making experience, it’s our duty to remind people that tequila is the ultimate catalyst to fully embrace the moment you are in right now.”

The campaign marks CP+B’s first effort for the brand after McCann New York dropped the account in late 2015.


Client: Jose Cuervo
Campaign Title: “Tomorrow is Overrated”
Spot: “Last Days”
Agency: CP+B LA
Chief Creative Officer: Kevin Jones
Creative Director: Paddy Fraser
Associate Creative Director / Art Director: Jeff Dryer
Associate Creative Director / Copywriter: Andrew Jasperson
Vp/Executive Integrated Producer: Aymi Beltramo
Integrated Producer: Jennifer Malki
Music Supervisor: Andy Hamm
Vp/Director Of Business Affairs: Rebecca Williams
Sr. Business Affairs Manager: Joanna Lee
Jr. Business Affairs Manager: Taylor Tsuji
Managing Directors: Ryan Skubic and Ivan Perez-Armendariz
Account Director: Tobey Bennett
Account Supervisor: Nina Rushing
Account Manager: Ana Boyadjian
Executive Strategy Director: Benny Thomas
Associate Strategy Director: Melissa Cabral
Project Manager: Jade Whitford
Production Company & City: Rattling Stick, Santa Monica
Director: Ringan Ledwidge
Director of Photography: Adam Arkapaw
Line Producer: Greg Haggart
Executive Producers: Joe Biggins and Jeff Shupe
Head of Production: Richard McIntosh
Editorial Company & City: Work Editorial, Culver City
Editor: Rich Orrik
Assistant Editor: Ben Foushée
Editorial Producer: Brandee Probasco
Editorial Executive Produer: Marlo Baird
Post FX Company & City: Electric Theatre Collective (ETC), Santa Monica
Post Senior Producer: Louisa Cartwright
Post Line Producer: Therese Mayer
Post Creative Director/TD: Daniel Marum
Shoot Supervisors: James Sindle, Remi Dessinges, Tommy Smith
Post Concept/DMPs: Jamie O’Hara and Mark Sullivan
2D Lead: Tommy Smith
Flame Artists: Adam Watson, Fefo De Souza, Gretchen Capatan
Nuke Artists: Kevin Jones, Dave Damant, Brendan Smith, Joseph Zaki, Krystal Chinn
CG Leads: Remi Dessignes, Corinne DeOrsay
CG Team: Steve Beck, Nate Lapinski, Arrev Chantikian, Katie Schiffer, Jared Broddle, Huisoo Lee, Ali Rizvi, Charlie Deogracias
Post Intern: Christian Olan-Geddes
Mix Company & City: Lime Studios, Santa Monica
Audio Engineer: Mark Meyuhas
Audio Assistant Engineer: Peter Lapinski
Music Company & City: Beacon Street Studios, LA
Telecine Company & City: Company 3, New York
Colorist: Tom Poole
Telecine Producer: Claire Movshon
Client Titles & Names: Mark Teasdale, President and CEO of Proximo Spirits + Daniel Mandelbaum, Group Brand Director + Joergen Boyschau, Sr. Brand Manager + Steve Doan, Brand Manager

Source: The Drum

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