Jose Cuervo "Shatters"

Some words–for instance, “smooth” and “shatters”–don’t coexist very smoothly, which is why this spot for Jose Cuervo Silver tequila feels disjointed. Created by Colangelo, it encases a bottle of Cuervo Silver in a brick of ice, which then shatters. The shards of ice are further crunched when some merry-makers bang their shot glasses down on them before toasting one another and downing the tequila. It all leads up to the voiceover’s praise of Jose Cuervo Silver as “So smooth, it shatters expectations.”