Tequila brand Jose Cuervo has unveiled a vibrant new spot celebrating the inspirational qualities of the Mexican liquor, building on its existing ‘Liberate Your Spirit’ brand platform.

Created by London agency Creature, the campaign will be centred around the 30-second hero film that looks to challenge the old ways of thinking about tequila, highlighting its versatility.

The brand’s creative will be supported by a series of cutdown versions of the film, developed in collaboration with Mexico City-based production firm Oxigeno Producciones.

“From the very start we have been bowled over by Creature and Oxigeno’s comprehension of the Jose Cuervo brand, and the creativity, attention to detail and sense of fun both agencies have brought to the project, ensuring dynamism and showcasing versatility,” Jose Cuervo global director of tequila and mezcal, Manuel Orive Guajardo said.

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“We’re confident that this digital campaign is going to step change perception of tequila across EMEA and APAC and we’re really excited to share it with the world and encourage people to “Liberate their Spirit with Jose Cuervo”.

Further executions will run across digital out-of-home, behind-the-scenes social capture, alongside a comprehensive suite of digital display and social key visuals across organic and paid media.

Creature London chief creative officer, Stu Outhwaite-Noel added: “Create a global campaign for the world’s biggest tequila brand? Go on then. Opportunities, briefs, shoots don’t come bigger, better or funner than this. One opportunity to be sip and savoured rather than shot down in one. And one campaign we’re incredibly proud of. Salud!”