CP+B’s First Jose Cuervo Campaign Is Ready for the End of the World

By Patrick Coffee 

If you feel like every day of your life resembles the dog-in-a-burning-room “this is fine” meme, then Jose Cuervo wants you to know that nothing ever mattered in the first place, so maybe the joke is on you.

It’s been almost exactly a year since we posted on the tequila brand going to CP+B, which of course happened after McCann chose to burn it all down.

The anthem spot for the first campaign, led by CP+B L.A., reminds us that the end of the world wouldn’t be such a big deal as long as you have a pretty good casting director and some Elvis on the jukebox.

The campaign is called “Tomorrow Is Overrated,” because only tonight matters when you’re drinking tequila. Unless you go overboard and get yourself way too plastered to enjoy the moment. And we all know that happens quite often, especially when your poison is straight liquor.

Here are some more shorts elaborating on the idea that tequila helps you forget all the lame things that consume most of your time.

It’s a clever juxtaposition that screams edgy. As the copy puts it, “Tomorrow or tonight? You decide.”

We hear, though, that you don’t necessarily have to decide if you work in advertising. You can drink all day and be completely unresponsive tomorrow as long as your seniority protects your job or you came up with (read: took credit for) the one campaign that picked up all the awards in France last year.

Life rarely presents one with simple binary decisions, is what we’re saying.


Client: Jose Cuervo
Campaign Title: “Tomorrow is Overrated”
Spot: “Last Days”
Agency: CP+B LA
Chief Creative Officer: Kevin Jones
Creative Director: Paddy Fraser
Associate Creative Director / Art Director: Jeff Dryer
Associate Creative Director / Copywriter: Andrew Jasperson
Vp/Executive Integrated Producer: Aymi Beltramo
Integrated Producer: Jennifer Malki
Music Supervisor: Andy Hamm
Vp/Director Of Business Affairs: Rebecca Williams
Sr. Business Affairs Manager: Joanna Lee
Jr. Business Affairs Manager: Taylor Tsuji
Managing Directors: Ryan Skubic and Ivan Perez-Armendariz
Account Director: Tobey Bennett
Account Supervisor: Nina Rushing
Account Manager: Ana Boyadjian
Executive Strategy Director: Benny Thomas
Associate Strategy Director: Melissa Cabral
Project Manager: Jade Whitford
Production Company & City: Rattling Stick, Santa Monica
Director: Ringan Ledwidge
Director of Photography: Adam Arkapaw
Line Producer: Greg Haggart
Executive Producers: Joe Biggins and Jeff Shupe
Head of Production: Richard McIntosh
Editorial Company & City: Work Editorial, Culver City
Editor: Rich Orrik
Assistant Editor: Ben Foushée
Editorial Producer: Brandee Probasco
Editorial Executive Produer: Marlo Baird
Post FX Company & City: Electric Theatre Collective (ETC), Santa Monica
Post Senior Producer: Louisa Cartwright
Post Line Producer: Therese Mayer
Post Creative Director/TD: Daniel Marum
Shoot Supervisors: James Sindle, Remi Dessinges, Tommy Smith
Post Concept/DMPs: Jamie O’Hara and Mark Sullivan
2D Lead: Tommy Smith
Flame Artists: Adam Watson, Fefo De Souza, Gretchen Capatan
Nuke Artists: Kevin Jones, Dave Damant, Brendan Smith, Joseph Zaki, Krystal Chinn
CG Leads: Remi Dessignes, Corinne DeOrsay
CG Team: Steve Beck, Nate Lapinski, Arrev Chantikian, Katie Schiffer, Jared Broddle, Huisoo Lee, Ali Rizvi, Charlie Deogracias
Post Intern: Christian Olan-Geddes
Mix Company & City: Lime Studios, Santa Monica
Audio Engineer: Mark Meyuhas
Audio Assistant Engineer: Peter Lapinski
Music Company & City: Beacon Street Studios, LA
Telecine Company & City: Company 3, New York
Colorist: Tom Poole
Telecine Producer: Claire Movshon
Client Titles & Names: Mark Teasdale, President and CEO of Proximo Spirits + Daniel Mandelbaum, Group Brand Director + Joergen Boyschau, Sr. Brand Manager + Steve Doan, Brand Manager