Jose Cuervo Makes Mischief With ‘Vive Cuervo’ Ad Executions.

Jose Cuervo announced the debut of a bold evolution of Jose Cuervo Especial’s “Vive Cuervo” print advertising campaign. Created by Arnell Group, the new ads blatantly poke fun at the promises that spirits advertisers typically make in their campaigns. Cuervo makes exaggerated promises that no brand can possibly deliver and then immediately discounts them with satirical disclaimers. (As always, the truth is in the fine print).

The first execution called, “Electric,” offers a mischievous twist on the subliminal message, commonly enlisted in spirits ads, that the product will somehow make you a “turn-on” to the opposite sex. Cuervo delivers this same promise in a very literal way — the woman is “electrified” by the guy’s energy. By over-delivering on the promise, Cuervo dramatizes the
ridiculousness of the premise.

In the second execution entitled, “Irresistible,” even the angels can’t resist the charms of the devil. However, Cuervo concedes that the models typically used in advertising are genetically predisposed to being beautiful and irresistible.

In addition to having fun with the typical promises of spirits advertising, Cuervo also co-ops claims from other product categories. “Reception” promises to improve your wireless reception, something tequila obviously cannot do. But, as the ad suggests, Cuervo can help you turn up the volume and make connections.

Black-and-white photography has been a distinctive part of the “Vive Cuervo” campaign, but in this phase, the photos tell a more narrative story, depicting slightly surreal situations that capture the “heightened” reality that’s at the heart of a Cuervo experience. Beginning next month, the ads will run in a variety of national and regional publications, including Details, GQ, Paper, Playboy, Rolling Stone, Sports Illustrated, Cosmopolitan, Chicago Scene and Improper Bostonian.

In addition to the print campaign, Cuervo will be making mischief wherever it appears. For instance, in New York, as part of the outdoor campaign, Cuervo will use water towers to go head-to-head with water to communicate, in a playful way, with everyone who has a thirst for life.

“When we launched ‘Vive Cuervo’ as a global ad campaign three years ago, our goal was to move Cuervo beyond the party/celebration’ imagery long associated with the tequila category,” said Carlos Arana, Managing Director, Jose Cuervo International, the global marketing division for Jose Cuervo, a Mexican based tequila company. “While the initial executions reflected the liberating and adventurous spirit of Cuervo through personal statements and shared experiences, the new ads go a step further in communicating the mischievous and unexpected nature of the brand by making mischief with the advertising itself.”

Added Peter Arnell, Chairman & CEO, Arnell Group, “This anti-approach to advertising results in an honest and real communications experience that invites consumers to enjoy the product on their own terms. As the leader in the tequila category, only Jose Cuervo can break from the pack and have fun with its communication.”