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Jose Cuervo Captures Awkward Robot Dates for 'Date More Human' Campaign

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1stAveMachine directors Marc Reisbig and Miguel Espada worked with creative agency Mekanism on the tequila brand's spot

Jose Cuervo Captures Awkward Robot Dates for 'Date More Human' Campaign

Helmed by 1stAveMachine directors Marc Reisbig and Miguel Espada, the campaign, entitled 'Date More Human' with creative agency Mekanism for tequila brand Jose Cuervo, visualises the awkwardness of first dates, especially through dating apps, by capturing an actual conversation between two robots trying to make small talk. It inspires audiences not to date like bots and make human connections with help from Jose Cuervo.

Behind-the-scenes, 1stAveMachine used an AI chatbot to develop the dialogue, which was based upon icebreakers and banter from real-life experiences. 1stAveMachine’s unique collaborative approach brought together Reisbig for his comedic, yet cinematic, storytelling chops and Espada, a professor of AI at the University level with extensive experience with robots and filmmaking. The campaign rolls out across digital and social channels and, via a paid partnership, will get distribution on the Tinder dating app.

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Credits List

Campaign Name: Jose Cuervo “Date More Human”


Client: Proximo Spirits; Jose Cuervo

Chief Marketing Officer: Lander Otegui

Group Brand Director: Felix Palau

Brand Director: Alex Conison


Creative Agency: Mekanism

Executive Creative Director: David Horowitz

Sr. Copywriter: Sharath Verghese

Sr. Art Director: Brad Kranjec

Director of Production and Business Affairs: Kati Haberstock

Executive Producer: Felix Messina

Senior Business Affairs Manager: Kourtney Luster

Managing Director: Tor Edwards

Group Brand Director: Jonica Reed

Brand Director: Brad Ure

Chief Strategy Officer, East: Ambika Pai

Strategy Director: Asher Stamell

Communications Strategy Director: Rachelle Avila

Project Director: Sean Gilleylen


Production Company: 1stAveMachine

Directors: Marc Reisbig & Miguel Espada

Partner/Executive Producer: Sam Penfield

Executive Producer: Peter Repplier

Executive Producer: Kerry Smart

Producer: Christabelle Stone

Director of Photography: Jordan Buck

Genres: Storytelling, Comedy

Categories: Alcoholic Beverages, Spirits

1stAveMachine, Wed, 07 Apr 2021 07:42:24 GMT