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Patron Tequila and MullenLowe LA Recreate Classic Latin American Song 'Gracias A La Vida'

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Campaign celebrates the beauty and perfection of simplicity

Patron Tequila and MullenLowe LA Recreate Classic Latin American Song 'Gracias A La Vida'

Patron Tequila, the world's number one ultra-premium tequila, is announcing a powerful new campaign that proves, when masterfully combined, a few natural elements can create perfection. Inspired by the traditional, handcrafted PATRÓN process that takes only natural ingredients through a time-honoured production method to create the finest tequila in the world, this campaign features three unique voices singing a 'simple yet perfect' a cappella version of the ballad, 'Gracias a la Vida'.

Award-winning singer-songwriter Jessie Reyez, Grammy-nominated Amber Mark and genre-bending singer-songwriter and multi-instrumentalist Fousheé honour this Grammy Hall of Fame song, one of the most beloved Latin American songs in history, which like PATRÓN celebrates the beauty and perfection of simplicity. 'Gracias a la Vida' is a positive, moving, and grateful tribute to all that life gives us, including elements of nature and the senses we have to enjoy them – a fitting parallel to PATRÓN Tequila, which is made from natural ingredients, masterfully combined, to create tequila perfection.   

In order to create a uniquely memorable rendition of the classic song that provides a parallel for the inventive tequila-making craft of PATRÓN, the brand enlisted acclaimed Grammy-winning producer-composer Andres Levin. Maintaining the original essence and Spanish lyrics of 'Gracias a la Vida', Levin's use of a cappella for the campaign reflects the PATRÓN rejection of unnecessary processing that would distract from the quality of the ingredients that go into making its tequila. The effect is a modern and unexpected take on a classic song paired with strikingly beautiful and natural imagery that echoes the PATRÓN production process.

The song will be unveiled in a new TV ad and long-form music video created by MullenLowe LA. The campaign will also be available in 60, 30, and 15 second versions across broadcast and digital platforms.

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Agency: MullenLowe Los Angeles

Executive Creative Directors: Laura Sampedro, Carlos Alija

Creative Director: Scott Model

Associate Creative Director: Mary Wuensch, Gloria Concepcion

VP, Group Strategy Director: Anna Vlakjovic

Head of Integrated Production: Kate Hildebrandt

Producer: Jennifer Malki

Director of Business Affairs: Davina Turnbull

Senior Business Affairs Manager: Monica Silverman

Managing Director: Javier Passerieu

Account Director: Abby Inman, Hector Romero

Account Supervisor: Anita Patel

Account Executive: Maya Smithson

Production Company: Stink Films

Director: Leo Aguirre

Stink President: Daniel Bergmann

Executive Producer: Mungo Maclagan

Producer: Yamel Thompson & Veronica Leon

Production Services: Habitant

Habitant Producer: Matias Godoy

DoP: Diego Garcia

Production Designer: Luciano Lasca

Stylist: Paola Alfaro

Color: Company 3

Sr. Colorist: Joseph Bicknell

Producer: Nick Krasnic

Executive Producer: Ashley McKim

Head Of Production: Julia Paskert

Editorial: Cut & Run

Editor: Mah Ferraz

Assistant Editor: Mitch Goldberg

Editorial Producer: Evan Cunningham

VFX/Finishing: Jogger Studios

Creative Director: Andy Brown

Head of Production: Diana Cheng

Audio Post: Lime Studios

Audio Mixer/Sound design: Jeff Malen

Audio Assistant: Meg Ochs

Producer: Samantha Sotomura

Executive Producer: Susie Boyajan

Song: Gracias A La Vida

Music Supervisor: Andres Levin

Original song: Violeta Parra.

Chief Marketing Officer: Kathy Parker

Global VP, Cazadores and Future Facing Programmes: Ronan Beirne

Senior Director Insights: Patron Tequila, Emiliana Vidali

Global Director of Communications, Culture & Brand Partnerships: Allie Bostwick

Public Relations Manager, Patron Tequila: Stephanie Rufo

Director of Brand Marketing, Patron Tequila: Adam Reiter

Brand Manager, Patron Tequila: Marisa Meyerowtiz

Arranged by Andres Levin and Jean Rodriguez & Danny Flores for COASTCITY

Performed by: Jessie Reyez, Amber Mark and Fousheé

Music representation: Publishing controlled by Warner Chappell. Artists represented by Island Records (Jessie Perez), EMI (Amber Mark) and RCA (Fousheé)

Music Producer: Andres Levin for Tribe Caribe

Engineers: Jaxx Landry, Gustavo Borner, Lily Wen

Recorded at Larrabee Studios LA, Figure 8 Studios, Brooklyn, NY, Coast City Studios Miami


MullenLowe U.S., Wed, 24 Nov 2021 15:34:00 GMT