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NEW YORK Jose Cuervo has abandoned the legions of beautiful partygoers that populated its print ads to let consumers in on some trade secrets: the tequila can make you handsome, witty and improve your cell-phone reception.
Wink, wink.
Three executions created by Arnell Group in New York continue to employ the campaign’s black-and-white photography and tagline, “Vive Cuervo,” but have fun with wildly overstated ad claims.
“This is a natural evolution of the campaign,” said Byron Hoover, Cuervo’s director of international advertising.
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