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By Audrey Kemp | LA reporter

November 2, 2023 | 2 min read

In ‘Buckle Up,’ a new ad heralding the launch of Pantalones Organic Tequila, the brand’s celebrity co-founders invite viewers to call them at 1-833-Pantalones.

Last week, Matthew and Camila McConaughey stripped away convention to announce the launch of their spirits line, Pantalones Organic Tequila.

The McConaugheys also star in the brand’s new ad campaign. The first component is an ad spot entitled ‘Buckle Up’ that sees the couple bare it all on a bike ride through an arid desert landscape.

There are also billboards throughout Texas and Los Angeles that beckon consumers to call 1-833-Pantalones for voicemails from the couple featuring Matthew on the bongos.

“The world doesn’t need another celebrity tequila, but tequila sure could use a kick in the pants,” Matthew and Camila McConaughey said in a statement. “Pantalones Organic Tequila is the best thing we’ve made with our pants on.”

Ryan Reynolds’s creative agency, Maximum Effort, led the creative effort, while Mediaplus North America handled media. Its materials are currently running across out-of-home, digital, audio and in-store.

“Matthew and Camila McConaughey are bringing the fun to tequila with Pantalones - an organic tequila that, at launch, is shaking up Texas and other key tequila-loving states, commented Tamara Alesi, chief executive of Mediaplus North America. “Our multi-media campaign ... captivates consumers to ensure Pantalones is the drink of choice for tequila lovers everywhere.”

Interested in seeing more creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.

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