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Lobos 1707 Tequila & Mezcal just launched a new campaign starring NBA phenom Lebron James and American actress and singer Victoria Justice.
Made together with production company M ss ng P eces and full-service agency Rosewood Creative, the nearly two-minute "Lobos is Agent 1707" sees the two stars facing off in an intense, high-stakes poker game.Editing by Katherine 'Makkie' Maclang
Amidst the James Bond-like deceit and espionage that ensues, the ultra-premium agave spirit remains at the heart of the action, becoming James' drink of choice throughout his mission.
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Diego Osorio, the brand's founder and chief creative officer, shares his approach to the campaign in a press release, finding a balance between entertainment and cultural relevance.
"We wanted the video to reflect the sophistication and premium quality of our brand, but without taking ourselves too seriously,” he added.
Osorio praises James and Justice for how well they embody their characters, with the CCO himself making an appearance in the spot as James' casino bartender.
Lobos 1707's latest initiative incorporates celebrity and influencer marketing into its strategy to effectively reach new audiences, whilst establishing itself as a premium and prestigious choice for tequila and mezcal enthusiasts.
James has 160 million followers on Instagram and 52.9 million on X while Justice has 24.6 million on Instagram and 9.4 million on X.
By featuring these two celebrities, Lobos 1707 now has access to their nearly 250 million followers, increasing the chances of enhancing brand awareness, engagement, and conversions.
The "Lobos is Agent 1707" campaign will run on social media, Hulu, and Peacock.
A Game of Espionage
The "Lobos is Agent 1707" advert kicks off with James ordering a drink from the bartender, courtesy of Lobos 1707 Reposado Tequila.
"We haven't the pleasure of meeting yet," Justice tells the basketball star.
"James. Lebron James," he replies to her with a serious face.
The bartender comes to James with his drink, and the two share an elaborate handshake that gets Justice's eyes rolling.
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With hopes of intimidating her rival, the actress points out James' poker face, implying that he's concealing his fear from her.
"So, what face do you see now?" James responds as he scatters his chips across the board, to which Justice does the same.
James loses the match, and as Justice walks away with her winnings, he clicks a button from underneath his table activating a sensor in one of the chips.
"Well played agent," bartender Osorio tells James, as he informs James about his partner for his next mission, closing the spot.
Previously, the Lakers power forward starred in a Nike spot voiced by Willem Dafoe.
Editing by Katherine 'Makkie' Maclang
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