Overview
- The 30-second commercial features del Toro on screen with a colorful “skeleton crew” that nods to Day of the Dead iconography.
- Filmed at Hacienda Patrón in Jalisco, the piece uses a single-shot setup, motion-control robotics and motion-capture to achieve a purposeful stop-motion look.
- The campaign, developed with BBH USA, is Patrón’s first major global commercial since 2022.
- The spot premiered March 18 during ESPN’s Warriors–Celtics broadcast and is rolling out across TV, online video, digital and social, with select international markets to follow later this year.
- Patrón executives position the work as craftsmanship-led storytelling following a reported 4.1% U.S. tequila and mezcal sales decline in 2025.