Patrón and MullenLowe remake a classic
Patrón and MullenLowe Los Angeles create a modern remake of the classic Latin American song Gracias A La Vida by Jessie Reyez, Amber Mark, and Fousheé.
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Patrón Tequila, the world's number one ultra-premium tequila, is announcing a powerful new campaign that proves, when masterfully combined, a few natural elements can create perfection.
Inspired by the traditional, handcrafted Patrón process that takes only natural ingredients through a time-honoured production method to create the finest tequila in the world, this campaign features three unique voices singing a 'simple yet perfect' a cappella version of the ballad, Gracias a la Vida.
Award-winning singer-songwriter Jessie Reyez, Grammy-nominated Amber Mark and genre-bending singer-songwriter and multi-instrumentalist Fousheé honour this Grammy Hall of Fame song, one of the most beloved Latin American songs in history, which like Patrón celebrates the beauty and perfection of simplicity. Gracias a la Vida is a positive, moving, and grateful tribute to all that life gives us, including elements of nature and the senses we have to enjoy them, a fitting parallel to Patrón Tequila, which is made from natural ingredients, masterfully combined, to create tequila perfection.
Credits
powered by
- Agency MullenLowe/El Segundo
- Production Company Stink/USA
- Director Leo Aguirre
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Credits
powered by
- Agency MullenLowe/El Segundo
- Production Company Stink/USA
- Director Leo Aguirre
- President Daniel Bergmann
- Executive Producer Mungo Maclagan
- Production Services Habitant
- Editing Cut+Run/California
- Editor Mah Ferraz
- Post Production Company 3/New York
- Senior Colorist Joseph Bicknell
- Global Executive Producer Ashley McKim
- Head of Production Julia Paskert
- VFX Jogger Studios
- Sound Lime Studios
- Sound Design/Audio Mixer Jeff Malen
- Audio Producer Samantha Sotomura
- Executive Producer Susie Boyajan
- Producer Veronica Leon
- Producer Yamel Thompson
- Producer Matias Godoy
- DP Diego Garcia
- Production Designer Luciano Lasca
- Editorial Producer Evan Cunningham
- Creative Director Andy Brown
- Head of Production Diana Cheng
- Music Supervisor Andres Levin
- Associate Creative Director Mary Wuensch
- Associate Creative Director Gloria Concepcion
- Creative Director Scott Model
- Executive Creative Director Laura Sampedro
- Executive Creative Director Carlos Alija
- HP Kate Hildebrant
- Producer Jennifer Malki
Credits
powered by
- Agency MullenLowe/El Segundo
- Production Company Stink/USA
- Director Leo Aguirre
- President Daniel Bergmann
- Executive Producer Mungo Maclagan
- Production Services Habitant
- Editing Cut+Run/California
- Editor Mah Ferraz
- Post Production Company 3/New York
- Senior Colorist Joseph Bicknell
- Global Executive Producer Ashley McKim
- Head of Production Julia Paskert
- VFX Jogger Studios
- Sound Lime Studios
- Sound Design/Audio Mixer Jeff Malen
- Audio Producer Samantha Sotomura
- Executive Producer Susie Boyajan
- Producer Veronica Leon
- Producer Yamel Thompson
- Producer Matias Godoy
- DP Diego Garcia
- Production Designer Luciano Lasca
- Editorial Producer Evan Cunningham
- Creative Director Andy Brown
- Head of Production Diana Cheng
- Music Supervisor Andres Levin
- Associate Creative Director Mary Wuensch
- Associate Creative Director Gloria Concepcion
- Creative Director Scott Model
- Executive Creative Director Laura Sampedro
- Executive Creative Director Carlos Alija
- HP Kate Hildebrant
- Producer Jennifer Malki
In order to create a uniquely memorable rendition of the classic song that provides a parallel for the inventive tequila-making craft of Patrón, the brand enlisted acclaimed Grammy-winning producer-composer Andres Levin. Maintaining the original essence and Spanish lyrics of Gracias a la Vida, Levin's use of a cappella for the campaign reflects the Patrón rejection of unnecessary processing that would distract from the quality of the ingredients that go into making its tequila.
The effect is a modern and unexpected take on a classic song paired with strikingly beautiful and natural imagery that echoes the Patrón production process.
The song will be unveiled in a new TV ad and long-form music video created by MullenLowe LA, directed by Leo Aguirre through Stink.
The campaign will also be available in :60, :30, and :15 second versions across broadcast and digital platforms.
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