Advertising Tequila Creative

Interesting man Jonathan Goldsmith brings back his accent for Astral Tequila


By Kyle O'Brien | Creative Works Editor

January 16, 2018 | 3 min read

After years of portraying Dos Equis’ Most Interesting Man in the World, Jonathan Goldsmith gave up his title for a stint as a pitchman for Luma internet privacy services. Now, Goldsmith breaks out his Spanish accent as another amazing man who toasts his many accolades with Astral Tequila.

Astral Tequila Jonathan Goldsmith

Jonathan Goldsmith is the spokesperson for Astral Tequila

The new campaign finds Goldsmith’s dapper character bending a spoon with his mind, holding his breath for one hour, becoming the namesake of the sun and receiving the ‘Best Actor’ award for a movie not out yet are just a few of the legendary moments in Astral Tequila’s first creative campaign, ‘This Calls for Tequila.’

The 10-spot video campaign was created by ad agency Erich & Kallman, and focuses on toasting life’s most legendary moments with the most fitting tequila, Astral.

‘This Calls for Tequila’ encourages consumers to choose Astral for every celebration as well as life’s best, most unexpected, legendary moments – an ethos embodied by Goldsmith, the campaign’s star and Astral Tequila partner.

The campaign also features a new character who portrays Goldsmith’s butler, who gleefully brings news of his master’s accomplishments. “This calls for Tequila,” Goldsmith replies when told of his most recent accolade, to which his servant responds, “The finest Tequila!”

Said Goldsmith: “Astral Tequila is the only spirit fitted for life’s most legendary moments, conversations and experiences whether that be a friend’s promotion at work or successfully disarming a bomb while blindfolded. I’m thrilled to share these videos with the world to explain why my drink of choice is tequila, Astral Tequila.”

Astral gave a preview of its partnership with Goldsmith this past June during a video message directed by David Lipman followed by several 30-second social videos leading up to the ‘This Calls for Tequila’ launch. “I told you I don’t always drink beer,” said Goldsmith. “I prefer tequila – Astral Tequila.”

“Astral tequila is unlike any other, it is a heritage tequila reminiscent of the way the spirit was made before the process was industrialized,” said master sommelier and Astral founder, Richard Betts, “It’s been exciting for me to work with Jonathan and to share our dream with so many people.”

The campaign will come to life through a mix of traditional and social media (@astraltequila) throughout 2018. The first spots can be viewed by clicking the Creative Works box below.

Astral Tequila: This Calls for Tequila by Erich & Kallman

By Astral Tequila

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