CP+B L.A. launched perhaps the most bizarre holiday campaign we’ve seen this year for Jose Cuervo, entitled “Holiday Mindfulness.”
“Holiday Mindfulness” encompasses a bunch of “meditations” on various stressful holiday situations, including unwanted interactions, shopping and travel. The intentionally over-the-top approach spots are presented like some kind of cheesy meditation exercise video from the seventies but, you know, with tequila. Things gradually get stranger as each of the three spots progress.
In “Holiday Mindfulness with Cuervo: Eliminate Dreaded Encounters,” the calm voiceover begins “Today we free you from the stress of awkward run-ins with people from your hometown.”
“You thought you’d never see them again,” the voiceover continues as a voice whispers “You were wrong” in the background. As the spot continues the humor hinges on this call and response approach, along with accompanying cosmic visuals and meditative music.
The advice for those encounters with Todd (or was it Chad?) pretty much boils down to “just zone out and drink tequila.”
While the humor may be hit or miss, we do appreciate CP+B for going for it with the oddball approach and Cuervo giving its agency the room to get a little crazy.
FORMAL CLIENT NAME: Jose Cuervo
CAMPAIGN TITLE: Holiday 2017
EXECUTION TITLE: Cuervo Holiday Mindfulness
AGENCY: CP+B LA
LAUNCH DATE: Dec 13, 2017
VP/CHIEF CREATIVE OFFICER: Kevin Jones
CREATIVE DIRECTOR: Paddy Fraser
COPYWRITER: Chelsea O’Brien
ART DIRECTOR: Mike Wilson
DESIGNER: Thao Le
INTEGRATED PRODUCER (VIDEO): Addison Born
VIDEO PRODUCTION CO.: PLUS Productions LA
AUDIO POST PRODUCTION CO.: Lime Studios LA