Jose Cuervo Brings You the Last Days


By christinewatson / / From a brief based on the insight that the tequila category has fallen victim to uniformity with brands trying to pursue premiumness, the team at CP+B, LA came up with the “Tomorrow Is Overrated” tagline. “That came out of the idea that when the Cuervo comes out, you are really starting something,” said CP+B Los Angeles Chief Creative Officer Kevin Jones. “It’s a bit of a commitment to having fun, so we thought through the notion of what is your reason for not busting out the Cuervo, if it’s what awaits you tomorrow — sitting in a cubicle, doing laundry —then ‘tomorrow’ might not be a great excuse for putting off tonight.” Directed by Rattling Stick’s Ringan Ledwidge. Via.