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



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