McCann New York Plays Off Cinco de Mayo Ignorance for Jose Cuervo

By Kiran Aditham 

The Dos Equis pitchman may have his own way to celebrate Cinco de Mayo, but the holiday itself often falls victim to misinterpretation, as proven in a new, timely all-digital campaign from McCann New York for Jose Cuervo.

In creating “Write Your Cinco” for the tequila giant, the agency had some fun with random folks on the street who may not be 100 percent certain what Cinco de Mayo entails. They’re pretty much all wrong as the holiday is not a reason to imbibe heralds the Mexican victory over French forces in the Battle of Puebla on May 5, 1862.


Regardless, McCann NY’s fun campaign not only tested people’s knowledge of Cinco de Mayo but enlisted actor Luis Guzman (Boogie Nights, Traffic) to read several tweets and Facebook posts–at #WriteYourCinco and, respectively–including one that proclaimed the 5th of May to be “hug a cactus day.”

In turn, several of the tweets were translated into artwork on a mural in Los Angeles courtesy of Tijuana street artist Charles Glaubitz. “Write Your Cinco” manages to offer viewers a clever twist on today’s festivities without being too cruel in the process.

Agency: McCann NY
Eric Silver – North American CCO
Tom Murphy – NY Co-CCO
Sean Bryan – NY Co-CCO
Mat Bisher – Executive Creative Director
Jason Ashlock – Creative Director
Sean LaBounty – Creative Director
Scott Cooney – Creative Director
Carlos Wigle – Creative Director
Zoe Kessler – Art Director
Molly Wilkof – Jr. Copywriter
Alex Cherkasov – Jr. Art Director
Nathy Aviram – Chief Production Officer
Catherine Patterson – Exec. Integrated Producer
Jill Ann Toloza – Senior Integrated Producer
Chandler Simms – Integrated Producer
Kweku Taylor-Hayford – Associate Producer
Myles Potters – Associate Producer
Lauren LaValle – SVP Group Account Director
Jon Armstrong – Account Director
Chris Jeyes – Account Supervisor

Stink Digital:

Alex Sturtevant – Executive Producer
Lauren Keller – Senior Producer
PJ Ahlberg – Lead Creative Technologist
Olivier Gillaizeau – Art Director
Stefan Dufgran – UX Lead
Marco Rosella – Senior Developer

 Good Story:

Paula Cohen – Executive Producer/ Partner
Susan Horn Toffler – Executive Producer/ Partner
Director – Jack Turits


Michael Distelkamp – Editor
Ivannah Flores – Post Producer