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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.
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