Jose Cuervo’s Larger-Than-Life Story Retold in Miniature

A detailed tribute to tequila's most interesting man

Jose Cuervo literally bottles up its history in this campaign from McCann New York.

The effort, which includes a TV spot and smartphone app, centers on intricate dioramas from animation studio Laika House. Finely detailed models capturing key Cuervo moments are placed inside tequila bottles.

We're treated to the volcanic eruption that led to the growth of agave used in making tequila; Mexico's fiery victory at the Battle of Puebla in 1862 (France lost, no surprise there); the brand keeping Americans hammered during Prohibition; the birth of the margarita; and a beach volleyball tournament, included because Cuervo is a pro-series sponsor.

These miniatures are lovingly crafted and provide a novel respite from the usual high-tech commercial effects. Note the facial expressions—Jose looks forceful and assured—and the rich textures of the sea and soil.

When users of the brand's mobile app hover their phones over a bottle of Cuervo Tradicional, a 3-D diorama of the bar where Cuervo helped invent the margarita appears. And after a few shots, who knows what else you'll start seeing?

@DaveGian David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.