Casamigos, the tequila from George Clooney and Rande Gerber, is the latest to go lo-fi with its "House of Friends" campaign.
The brand gave fashion photographer Jason Lee Parry a few cases of its tequila and free rein. The spot below, which Casamigos says is "the first amongst a series of incredibly candid scenes from a camping trip with old friends and new friends," is what he came back with.
"Just like the tequila, our content is [like our tagline says] 'brought to you by those who drink it,'" co-founder Gerber wrote in an email to Adweek. "We don't really see this as a campaign. It's just the culture of our company and the people who love Casamigos."
The brand also encouraged its fans to post videos on social media and tag Casamigos. Clooney and Gerber, the nightlife impresario who's married to Cindy Crawford, say they'll view the fan submissions and select a few to share on the brand's social media channels as part of the campaign.
"We asked people to go out and define what friendship means to them," said Gerber. "We want them to create memories and hope Casamigos will make it just a bit more fun."