Ad of the Day: Jose Cuervo Flies Back to the Famously Depraved Rolling Stones Tour of '72

The opening lines of Chapter 9 of Keith Richards' autobiography Life, in which he describes the Rolling Stones' debaucherous 1972 tour, were all McCann needed to get started on its latest stylish campaign for Jose Cuervo tequila. "The whole entourage had exploded in terms of numbers, of roadies and technicians, and of hangers-on and groupies," the Stones guitarist writes. "For the first time, we traveled in our own hired plane, with the lapping tongue painted on. We had become a pirate nation, moving on a huge scale under our own flag, with lawyers, clowns, attendants." The '72 tour was known informally as the "Cocaine and Tequila Sunrise tour," Richards reveals, which is where Cuervo comes in. McCann did some digging, and found out that the Stones were allegedly introduced to the tequila sunrise (a then largely unknown cocktail, actually invented in the '30s with a different recipe) right before the tour started—at a bar in San Francisco called The Trident. Whether or not they were made with Cuervo (this ad claims they were, though of course it hardly matters), the band ended up sucking them down all through June and July on a tour that became a legendary two-month bender. McCann's new spot doesn't feature the Stones, but is set during that '72 tour—on the Lapping Tongue plane (which here is remarkably lengthy, even if it's meant to be half-fantasy). Daniel Kleinman directed the spot, with Paco Delgado, an Oscar nominee for his wardrobe designs on Lés Miserables, doing the costumes. The soundtrack is the Stones' "Miss You," from 1978. A "Drink responsibly" message, this isn't. But it is certainly groovy, in a mellow way, and seems designed to appeal to millennials who might find some appealing mystery in a notorious party scene from 40 years ago. The spot kicks off an integrated campaign, including online and social, that will roll out over the next six months. And now that you've checked out the tequila sunrise portion of the era, head over here to see the cocaine ads. CREDITS Client: Jose Cuervo Scott Green, Chief Marketing Officer Daniel Mandelbaum, Brand Director Joergen Boyschau, Brand Manager Agency: McCann New York Eric Silver, Regional CCO, North America Tom Murphy, Co-CCO, New York Sean Bryan, Co-CCO, New York Mat Bisher, Executive Creative Director Jason Ashlock, Creative Director Sean LaBounty, Creative Director Tom Weingard, Associate Creative Director Ferdinand Daniele, Associate Creative Director Nathy Aviram, Chief Production Officer Chance Basset, Senior Producer Steve Zaroff, Chief Strategy Officer Julien Delatte, Group Strategy Director Lauren LaValle – Group Account Director Jon Armstrong, Account Director Molly Vossler, Account Executive Rattling Stick, Production Company Daniel Kleinman, Director Johnnie Frankel, Line Producer / President Joe Biggins, Executive Producer Rock Paper Scissors, Editorial Company Carlos Arias, Editor Lisa Barnable, Post Producer Framestore, VPX Martin Lazaro, Lead VFX Artist Christa Cox, VFX Producer CO3 Tom Poole, Colorist Sonic Union Steve Rosen, Mixer

Brand Marketing

Ad of the Day: Jose Cuervo Flies Back to the Famously Depraved Rolling Stones Tour of '72

Where the tequila sunrise was the muse

Tim Nudd

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Tim Nudd