Patrón Gracias a la Vida
Natural Elements, Masterfully Combined
Patrón is the top-selling premium tequila in the world, but few people were aware of the artistry behind its process. As cultural priorities shifted toward quality over quantity, we found a new way to connect tequila lovers to the brand, shedding light on the authenticity behind Patrón's iconic name with the reinvention of an equally iconic song.
We launched the brand's first-ever original music video, with three soulful voices—Jessie Reyez, Amber Mark, and Fousheé—that represent Patrón's simple ingredients.
Featuring a stripped-down acappella arrangement of the renowned Latin American song, "Gracias a la Vida," the campaign wove together Patrón's authentic tequila-making with a passionate performance.
The use of a cappella reflects the brand's rejection of the unnecessary processing that distracts from the purity of raw ingredients—in this case, our singers' voices.
The song's arrangement, produced and created by Grammy Award–winning composer Andres "Dre" Levin, is a tribute to Patrón's commitment to craft. Together, these visionary talents shaped raw elements into something greater than the sum of their parts.
Patrón's holiday campaign transcended the typical ad medium, creating a piece of art worthy of pop culture.
The music video earned Patrón write-ups at Stereogum and The Knockturnal, and in Rolling Stone. By showcasing its philosophy of artistry in a culturally relevant way, we were able to put Patrón’s authenticity in the spotlight like never before.
Capabilities
- Creative
- Strategy
- MLPR
- Design
Office
- Los Angeles
Industry
- Beverages, Alcoholic
Recognition
2022 The One Show — Merit Award