A new campaign from 1800 Tequila aims to redefine masculinity, starting with a story about a brilliant pianist who's moonlighting as a boxer -- or is it the other way around?
The 60-second TV spot, created by CP&B L.A., mixes music by Octave Minds featuring Chance The Rapper, with piano work of Chilly Gonzales and production by Boys Noize. It shows a hero who seems to be able to combine boxing with brilliant piano playing. Despite having to perform with bruised hands, he brings the same sense of rhythm to both the ring and the keyboard. The tagline is: "Just Refined Enough."
The campaign, directed by Prettybird's Fleur Fortuné, aims to offer a new definition of masculinity, according to the brand. Following the spot it will launch a series of collaborations with artists and musicians to further explore the dichotomy between refined and edgy.
"Successful modern men expect more from brands than to be defined by outdated, one-dimensional perceptions of masculinity," said Erin Chin, group brand director, 1800 Tequila. "We want to celebrate a new masculinity-- the modern Renaissance man. Someone with a keen eye on culture and a refined professional appearance, but with an inherent raw edge and unique style."