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Basketball legend LeBron James shoots tequila spot focused on community


By Amy Houston | Reporter

February 15, 2022 | 3 min read

Tequila and mezcal brand Lobos 1707 has just dropped an all-star commercial featuring sporting greats and investors LeBron James, Draymond Green and Maverick Carter.

‘Build a Bigger Table: All for the Pack’ aims to highlight just how important each individual involved in creating the alcohol is. Viewers go on a journey, witnessing the bottle being passed along from founders and investors to jimadors, distillers, mixologists, industry leaders and collaborators who have worked together to help bring the brand to life.

Based on real-life moments, the concept was written and directed by founder Diego Osorio, who also serves as chief creative officer.


Lobos 1707 campaign starring LeBron

“’All for the Pack’ is an elevation from where we started, and a celebration that we’re still here and growing,” said Osorio. “Every member of our ’Pack’ plays a critical role and brings something to our table.”

The campaign is an extension of Lobos 1707’s ‘Build a Bigger Table’ movement, which emphasizes inclusivity and invites others to pull up a chair and share their own personal experiences. At the heart of the ad, the brand hopes to push the message that every individual has something to contribute and bring to the table.

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“Lobos 1707 is all about bringing people together and building a community that everyone can be a part of,” added LeBron James, NBA star and investor in Lobos 1707.

“It starts with an incredible tequila, but our ’Pack’ includes everyone who touches our brand and hopes to inspire change, create unity and celebrate individuality.”

Fans of the beverage company will be excited to see that a new bottle is on display throughout the film, which features an elongated, human-like vessel adorned with the Lobos 1707 wolf logo.

“Extra Añejo is the crown jewel of our portfolio and the new bottle allows it to stand out on shelves against our tequilas and other ultra-premium tequilas on the market as well,” concluded Osorio.

Lobos 1707: Build a Bigger Table: All for the Pack by Diego Osorio

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