Jose Cuervo is introducing its new Cuervo Cinge — “Cuervo with a cinnamon sting” — with a new animated spot by McCann NY and Elastic.
Directed by Andy Hall, “Get Stung” is pure eye-candy. The spot is well-animated, with a very appropriate red-tinted effect throughout (because cinnamon, get it?). There’s not a whole lot to the 30-second spot: scorpion walks into a bar, drinks tequila, sets bar on fire. But then there doesn’t have to be. Why the bartender serves tequila to a scorpion is never really explained, but suspension of disbelief, right?
As an introduction to a new product, the spot works well. If you like the idea of cinnamon-flavored tequila, this ad will make you excited to try it. If not, you can still appreciate the artistry that went into animating it. I’m rarely going to have something negative to say about a simple, well animated spot about liquor. I wasn’t crazy about the “Get Stung” tagline at first, but they make it work with the whole “sting of cinnamon” description and it serves its function as a way to help people remember the product.
It’s a departure from McCann’s “Have a Story” opus starring Kiefer Sutherland, and a welcome one. Perhaps the “be more interesting, be different…” approach typified by certain Dos Equis ads is finally on its way out. Hopefully this simple, elegantly animated approach from McCann spreads beyond their other work for Cuervo and starts a new trend in boozey advertising. Credits after the jump.
Credits
Client: Jose Cuervo/Proximo
Product: Cuervo Cinge
Agency: McCann New York
CCO: Tom Murphy
CCO: Sean Bryan
GCD: Mat Bisher
ACD/Art Director: Vi Luong
ACD/Writer: Colin Ilsley
Copywriter: Sarah Lloyd
Sr. Art Director: Elinor Beltrone
Producer: Lauren Bauder
Business Manager: Paulette Reiner
Executive Music Producer: Peter Gannon
Music Producer: Michael Ladman
Group Account Director: Lauren LaValle
Account Executive: Matthew Rakow
Assistant Account Executive: Rachel Heiss
Production Company: Elastic
Director: Andy Hall
Executive Producer: Jennifer Sofio Hall
Producer: Scott Boyajan
CG Supervisor: Max Ulichney
Designers: Max Ulichney, Henry DeLeon, Yi Jenn Liu
2D Artists: Jon Forsman, Yi Jenn Liu
Flame Artist: Brendan Crockett
3D Artists: Adam Carter, Cody Woodward, Darrell Abney, Ian Ruhfass, Lindsey Butterworth
Music: Future Perfect
Sound Design: Barking Owl
Sound Mix: Heard City (Cory Melious – Sound Engineer)