Ad of the Day: Kiefer Sutherland Sells It in Noir for Jose Cuervo

Drink tequila, get a tattoo, play the pipa

Kiefer Sutherland has some advice for you.

It's odd to see a Cuervo spot like this tight, minute-long McCann commercial noiring it up—that always seems like a whiskey thing to me, although I suppose tequila is also good straight. (Still makes me think of margaritas, though.) Anyway, Sutherland is one of those totally magnetic actors who can sell basically anything, so he's asked to do just that here. He gets a cool tattoo, trims a bonsai tree, plays the pipa for baffled bus passengers (and one fan) and gets into a really ill-advised fight. Interestingly, Sutherland's character seems to be the only guy in this spot who speaks English, and a surprising amount of it seems to take place in Asia for some reason. I like to imagine that he's blacking out and waking up in strange places, and his confidence is entirely alcohol-fueled.

"Just don't have any regrets," he tells us at the end of the spot. Sure, but I'd also like to drink, so one of those options is going to have to go.

Good moments here: the slo-mo shattering of the vase against the wall as Sutherland ducks; the costumes throughout, especially the undone bow tie in the walking-away-from-the-fight moment; and the cool, understated music throughout. The lighting here is very David Fincher, for some reason—everything is lit from above, which makes for some funny contrasts, like when Sutherland makes a music-playing face on the bus—and the tone of the ad is actually kind of menacing. The shot of the eager fighter shrugging disbelievingly could have come straight out of Fight Club.

Also, is it me or does he appear to be stealing a suitcase full of roller skates at the beginning?


Agency: McCann, New York

Client: Proximo Spirits

Product: Jose Cuervo Especial

Chief Creative Officers: Tom Murphy, Sean Bryan

Group Creative Director: Mat Bisher

Associate Creative Director, Art Director: Vi Luong

Associate Creative Director, Copywriter: Colin Ilsley

Senior Producer: Jessica Coccaro

Design Director: Brad Blondes

Designer: Ledi Lalaj

Production Company: MJZ

Director: Dante Ariola

Editing: Peep Show

Editor: Andrea MacArthur

Executive Music Producer: Peter Gannon

Assistant Music Producer: Mike Ladman

Music: Future Perfect

Sound Mix: Cory Melious, Heard City

Vice President, Senior Art Producer: Wendy Leahy

Photographer: Mark Seliger

Director of Photography: Philippe Le Sourd

Production Designer: Julian LaVerdiere

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