Overview
- The 30‑second spot premiered March 18 during ESPN’s Warriors–Celtics broadcast and is now rolling out across TV, digital, online video and social, with some international markets to follow.
- Filmed on location at Hacienda Patrón in Jalisco at del Toro’s insistence, the ad shows him on set as a director overseeing nearly a dozen colorful skeletons.
- Executed as one continuous take using a motion‑control camera, the production captured motion‑capture performances later animated to evoke a stop‑motion, papier‑mâché feel.
- Creative partners included cinematographer Guillermo Navarro and concept artists Guy Davis, Pete de Sève and Karla Castañeda, whose designs weave Day of the Dead motifs with Patrón’s bee emblem.
- After a 2017 limited‑edition tie‑up, Patrón and BBH USA cast the film as premium storytelling to reinforce distinctiveness as U.S. tequila sales cooled in 2025; del Toro says he likely won’t do many more ads.