Brave Wants You to ‘Take Your Shot Against Tim Howard’ for El Jimador

By Erik Oster 

Brave launched tequilla brand El Jimador’s “Your Shot at $1 Million” program with a pair of spots starring Tim Howard, best known for his impeccable goalkeeping on behalf of the United States national team during the 2014 FIFA World Cup, where he earned the nicknames “The Great Wall of American” and “The Secretary of Defense.”

The sweepstakes, open to participants of legal drinking age until August 20, gives winners a shot at $20,000 if they can score a goal on Howard, and one million big ones if they can score two, not exactly an easy task (just ask Portugal or Belgium). Even if they can’t get the ball past Howard, participants who win the sweepstakes will get a free trip to Vegas for two and Howard will get money donated to a charity of his choosing for every shot he stops. Both spots introduce the program with a look at Howard in goal and a booming voiceover talking up the goalkeeper, with one ad mixing in some humor by suggesting Howard saved a group of ducklings on his way to shoot the ad. The spots are supported by social media activation, consumer facing programs and retail activations.


Tom Genower, a senior art director at Brave, said, “We wanted Tim to be the main focus of this campaign, and so shot him in a simple but dramatic way. Tim’s heroics skills means that he has a myth around him that we wanted to have fun with.”


Business Director: Peter Booker
Account Director: Amy Forster
Art Director: Thomas Genower and Rob Butcher
Designer: Lee Robins
Retoucher: Chris Paine
Client: Mark Grindstaff, Jennifer Simmomds and Laurel Altman
Production Company: Making Pictures
Photographer/Director: Mitch Jenkins
DOP: Andrei Austin