By Gillian West | Social media manager

McCann Erickson New York

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Jose Cuervo article

November 19, 2013 | 2 min read

Kiefer Sutherland is encouraging Jose Cuervo fans to ‘Have a Story’ as part of the tequila brands six-figure Above-the-line (ATL) brand activation campaign.

Launching in over 3,500 London taxis and on a variety of multimedia channels for the next four weeks, the campaign aims to illustrate that great stories begin and end with Jose Cuervo.

Created by McCann New York, Sutherland stars as himself in a short film that leads viewers through a series of stories, each showcasing the actor’s friendly recommendations juxtaposed against an unexpected outcome. Each ad begins with Sutherland at a bar sliding a shot of tequila towards the camera and inviting viewers to ‘Have a Cuervo’.

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The activity marks significant investment from the brand in ATL which will be going live across a broad selection of multi-media channels including Channel 4, E4, More 4, 4 Music and pre-roll advertising on websites including London Evening Standard, Top Gear, Independent and Metro.

"Jose Cuervo is an iconic brand and when someone says ‘tequila’ I immediately think of Cuervo," said Sutherland of the brand.

Additionally 3,500 taxis in London will be showing the advert on their built-in screens across targeted areas of the city.

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