CP+B Los Angeles launched a rebranding campaign for 1800 Tequila, presenting the brand as “Just Refined Enough.”
Set to a new song by Chance the Rapper, a 60-second spot entitled “Hands” explores a dichotomy of aggression and refinement. It opens on a training session in a boxing gym. From there, the scene transitions back and forth between two fighters in the ring and a man (apparently one of the fighters) playing the piano at a bar. At the conclusion of the spot the word “Refined” appears onscreen, followed by the full “Just Refined Enough” tagline.
“We’re trying to … start a conversation about what modern masculinity is,” 1800 Tequila group brand director Erin Chin explained to Adweek. “In a lot of alcohol ads directed toward men, you see stereotypical, single-faceted ideas about what it means to be successful—guys in suits seducing women.”
“Guys these days are richer than that. You can have different sides of you existing simultaneously,” added CP+B L.A. creative director Paddy Fraser. “You’re not truly refined … you still have this place that you come from and go to.”
As for the spot’s soundtrack, Fraser added, “There’s a multi-dimensional quality in the effervescent energy of Chance’s lyrics and the piano work by an artist called Chilly Gonzales, which has the more sophisticated edge.”
In addition to the spot, the rebranding campaign also includes custom bottles designed by artist Enoc Perez, which will make their debut as part of the Guggenheim Museum’s Essential Artists Series.
CREDITS
Client: 1800 Tequila
Campaign: Just Refined Enough
Agency: CP+B LA
Chief creative officer: Kevin Jones
Creative director: Paddy Fraser
Associate creative director, art director: Tushar Date
Associate creative director, copywriter: Henry Kember
Vp, director of content production: Kate Hildebrant
Vp, executive integrated producer: Aymi Beltramo
Integrated producer: Autumn Hines
Music supervisor: Andy Hamm, Good Ear Music
Vp, director of business affairs: Rebecca Williams
Jr. business affairs manager: Taylor Tsuji
Managing directors: Ryan Skubic and Ivan Perez-Armendariz
Account director: Tobey Bennett
Content supervisor: Alex Rossi
Content manager: Paige Poulsen
Project manager: Jade Whitford
Executive strategy director: Benny Thomas
Associate strategy director: Melissa Cabral
Production company: Prettybird, Culver City
Director: Fleur Fortuné
Director of photography: Benoit Debie
Line producer: Hannah Cooper
Production designer: Matthew Gant
Stylist: Elise Bouquet
Co-founder, executive producer: Kerstin Emhoff
Director of production: Tracy Hauser
Executive Producer/Division: Jules De Chateleux
Editorial Company & City: Exile Edit, Santa Monica
Editor: Kirk Baxter
Assistant Editor: Jess Baclesse
Editoral Executive Producer: Cl Weaver
Editorial Head Of Production: Jennifer Locke
Editorial Senior Producer: Remy Foxx
Post Company & City: Electric Theatre Collective (ETC), Santa Monica
Lead Flame Artist: Mark Youngren
Flame Artist: Eric Mason, Eric Bruno
Post Producer: Therese Mayer
Mix Company & City: Lime Studios, Santa Monica
Audio Mixer: Matt Miller
Assistant Audio Mixer: Lisa Mermelstein
Mix Executive Producer: Susie Boyajan
Mix Associate Producer: Kayla Phungglan
Telecine Company & City: Company 3, New York
Colorist: Tom Poole
Assistant Colorist: Jenny Montgomery
Telecine Executive Producer: Ashley Mckim
Telecine Producer: Clare Movshon
Graphics Company & City: Elastic, Santa Monica
Music Track: “Tap Dance” by Octave Minds Featuring Chance The Rapper
Client Title & Names: Mark Teasdale, President And CEO of Proximo Spirits + Erin Chin, Group Brand Director + Kyle Harder, Sr. Brand Manager