IDEA: Patrón, the world's No. 1 ultrapremium tequila, suddenly has more to say. "They've always told people that Patrón is 'Simply perfect.' Now, for the first time, we're telling people why it's 'Simply perfect.' We're delving into the backstory, and they have a pretty rich backstory," said Larry Hampel, executive creative director and writer at Cramer-Krasselt in New York, which won the account after producing last year's holiday campaign as a project.