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By Audrey Kemp, LA Reporter

May 8, 2023 | 4 min read

Los Angeles Lakers All-Star Carmelo Anthony and Latin Grammy-award-winner Ozuna star in ‘Taste is Everything,’ a new campaign directed by Ricky Saiz.

Proximo Spirits-owned tequila brand 1800 Tequila has today announced a new brand campaign introducing its newest spokespeople: 10-time NBA All-Star Carmelo Anthony and award-winning Puerto Rican recording artist Ozuna.

The creative, dubbed ‘Taste is Everything,’ comprises two 30-second hero spots, ‘Courtside 1800’ and ‘Barbershop,’ among smaller clips.

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In Courtside 1800, Anthony sits front row at a basketball game. As he raises a glass of 1800 Cristalino, music begins to play and a player scores into a glistening basket. Meanwhile, in Barbershop, Ozuna gets his dreadlocks done. The moment he pours a glass of 1800 Cristalino from his chair, a swinging party erupts around him.

In each spot, the stars iterate the campaign’s title. “Taste is not an option – taste is everything,“ they say, before acknowledging that 1800 Tequila is the the world’s most awarded tequila brand. At the same time, both spots position 1800 Cristalino as a catalyst that elevates everyday moments into next-level experiences.

Both commercials were directed by the award-winning Ricky Saiz, known for directing videos for Beyoncé, including Beyoncé: Yoncé in 2013 and The Carters: Apeshit in 2018.

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“As the most awarded tequila in the world, 1800 Tequila is passionate about representing the best taste in tequila and in life,” Lander Otegui, senior vice-president of marketing at Proximo Spirits, said in a statement. “Tequila is the fastest growing spirits category in the US, and as the leader in super premium sales, we know our consumers are choosing 1800 because of our liquid superiority and our passion for meaningful collaboration with a range of cultural tastemakers.”

‘Taste is Everything‘ marks the first work created by 1800’s new creative agency of record, 72andSunny. The work premiered on May 3 across TV, digital, social, out-of-home and in-store channels.


Agency: 72andSunny

Director: Ricky Saiz

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