The VIA Agency, a full-service marketing, advertising and digital agency based in Portland, Maine, announced today the launch of a new, international campaign for Proximo Spirits to elevate its 1800 Silver Tequila brand and to reinvigorate Tequila’s place within the spirits landscape.
The campaign is based on the simple premise that the premium tequila landscape is far too cluttered with style and flash and too little substance. To further 1800 Tequila’s rightful place as the “Tough Guy Tequila” the new campaign features Ray Liotta, as a strong but silent and enigmatic guy who recognizes that it’s less about what you say and more about what you do. As such, Liotta verbally says nothing in the campaigns except for “1800,” but metaphorically says it all with his demeanor.
Greg Smith, Chief Creative Office at The VIA Agency muses, “1800 Tequila stands alone as an authentic premium tequila. While others bloviate about craftsmanship and tangential issues such as bottle design and the planting of their fields, 1800 tequila doesn’t feel the need to say all that it is, because for those who drink it, it speaks for itself.”
The spots end with the simple tagline “Enough Said.” The spots, directed by Anthony Mandler, feature Liotta in exotic locations shot in Buenos Aires, Argentina – a train station, a busy intersection, a boxing match, a rustic bar with old world charm – create an intoxicatingly beautiful world for Liotta’s character to call his playground.
The campaign includes 3 :60 and 1 :15 spots. The spots will begin airing broadly on 10/30. Additionally, complementary OOH advertising will appear in major cities across the U.S., including New York and San Francisco beginning in April 2014. Digital components include standard banners and digital takeovers on sports designated websites.
In essence, the campaign is bold, simple and classy, just like 1800 Tequila and Ray Liotta himself.