Devised by VIA Agency, the campaign is based on the premise that the premium tequila landscape is too cluttered with style and flash and too little substance.
Three 60-second and one 15-second spots starring Ray Liotta have been created, suggesting that 1800 Tequila is the ‘Tough Guy Tequila;.
Liotta is depicted a strong but silent guy who knows that it’s less about what you say and more about what you do, like the Proximo brand.
“While others bloviate about craftsmanship and tangential issues such as bottle design and the planting of their fields, 1800 tequila doesn’t feel the need to say all that it is, because for those who drink it, it speaks for itself,” said Greg Smith, chief creative officer at VIA Agency.
The campaign’s TV element rolled out on October 30, with complementary OOH advertising set to appear in major cities across the US, including New York and San Francisco, beginning in April 2014.
Digital components include standard banners and digital takeovers on sports designated websites.