Overview
- The 30-second commercial premiered March 18 during ESPN’s NBA broadcast of the Warriors vs. Celtics.
- Created with BBH USA, the campaign will run across linear TV, online video, digital and social channels, with select international markets to follow later this year.
- Shot at Hacienda Patrón in Jalisco, the spot features del Toro on screen alongside a colorful skeleton crew inspired by Day of the Dead motifs.
- The production employs a single-shot concept using motion-control camera work and motion-capture performers to achieve an intentionally stop‑motion feel.
- Patrón frames the effort as a premium-brand statement as U.S. tequila and mezcal sales fell 4.1% to $6.4 billion in 2025, citing a need to reinforce distinctiveness.