1800 Tequila and Chance the Rapper Offer a Complex Portrait of the Modern Man

Masculinity meets high culture

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Today’s man is an amalgam of competing influences. Far from the one-dimensional stock characters of yore, he aspires to exhibit both “traditional” masculinity and the affectations of a man of wealth and taste.

1800 Tequila’s new rebranding campaign from CP+B Los Angeles reconciles these disparate influences into one portrait of a modern man by combining fashion sense, athleticism and a dose of high culture. This guy, in the words of the brand, is “Just Refined Enough.”

Tying it all together is a 2014 track from Octave Minds featuring pianist Chilly Gonzales and red-hot Chicago rhyme-slinger and Grammy Awards Best New Artist winner Chance the Rapper.

“We’re trying to … start a conversation about what modern masculinity is,” said 1800 Tequila group brand director Erin Chin.

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