Don Julio’s Surreal Disco Encourages Day Drinking With Pink Tequila

With temperatures warming, Tequila Don Julio is looking to compete with rosé and spritzes as the beverage of choice for day drinkers.

In its first permanent portfolio addition in more than 10 years, the brand has unveiled Tequila Don Julio Rosado, a reposado tequila aged in ruby port casks for four months to give it a pink hue. Accompanying the launch is a campaign from agency The Community that kicked off with a 2-minute film from Ukrainian director Tanu Muiño.

Produced by UnderWonder Content, the whimsical video shows a woman in a sequined dress roller-skating around a party, where she pulls a bottle of Rosado from a cloud, plays pool with a tiny disco ball and takes a diamond-crusted puma on a walk through a maze of colorful cacti.

The team relied on a combination of artificial intelligence and traditional craft techniques to create a commercial that would “feel more like a short film and less like an ad,” Muiño explained.

For example, producers used AI program Midjourney to create some of the surreal disco designs, including the round pink pool table. “The client loved it so much they had us ship [the table] to their headquarters,” Muiño recalled.

The commercial was shot in Mexico City (a nod to the brand’s roots), primarily on a stage “as there weren’t any locations with the grand surreal scope we were going for,” she said.

The film is set to a version of Boney M’s disco track “Sunny” from TikTok star Connor Price. The remix will be released as a standalone track later this month. 

“The fact that this remix was created specially for Tequila Don Julio Rosado means that every time people listen to it outside the spot, in some way we hope it will remind them of Tequila Don Julio Rosado,” Diageo North America svp of tequila Christina Choi told Adweek. “It’s a great way for us to be present in more places that inspire people to celebrate in the daytime with this delicious new tequila.”

Take some time off

The full film and 15-second cuts are running across social media through Meta and Snap, as well as on digital platforms including Dotdash Meredith and Hulu.

Tequila Don Julio also hosted a pair of experiential activations in Los Angeles and Miami on March 31 that incorporated some of the same elements of the film, with plenty of pink and the chance to pose with a bejeweled puma.

The events are part of a larger “Party Time Off” effort encouraging consumers to use their vacation time this spring. The brand enlisted actors, models and influencers including Lukas Gage, Lisa Rinna and Remi Bader to create custom content based on the theme.

An ecommerce program in partnership with Drizly features a special version of the delivery platform’s logo, where its bear mascot is relaxing with a Rosado cocktail.

“As we get into the spring and summer months, adult consumers will be celebrating more and more in the daytime, and we want Tequila Don Julio Rosado to be part of those moments,” Choi added.

CREDITS

Lead creative agency: The Community
Global CCO, founder: Joaquin Molla
Chief creative officer, New York: Frank Cartagena
Executive creative director: Lucas Bongioanni
Executive creative director: Fernando Reis
Creative director (art): Cora Fernandez, Gabriel Gama
Creative director (copy): Federico Diaz, Guilherme Grossi
Associate creative director (art): Raquel Chavez, Marcelo Maciel
EVP, head of integrated production: Laurie Malaga
VP, production: Danielle Amaral
Senior producer: Julio Rangel
Associate producer: Julian Restrepo
President: Marci Miller
Group account director: Jessica Patino
Senior account director: Adam Caron
Senior account executive: Lauren Perez-Maiy
EVP, chief strategy officer: Lee Maicon
Associate connections director: Jacqueline Hernandez
Junior connections strategist: Chase Campbell
VP, legal & business affairs operations: Natalie Greenman
Senior business affairs manager: Priscila Hourihan
Business affairs manager: Marco Paramo
VP, communications, PR and social: Kara Stockton

U.S. production company: UnderWonder
Executive producer: Frank Borin
Executive producer: Ivana Borin
Producer: Robert Katz
Director: Tanu Muiño
Director of photography: Nikita Kuzmenko
Production designer: Helen Gadjilova

MX production company: The Lift
Managing director: Avelino Rodríguez
Managing partner: José Barrera
Producer: Natalia Casanova
Production designer: Alex Martínez
Wardrobe stylist: Jocelyn Corona

VFX: Mathematic Paris & LA
CEO: Guillaume Marien
Executive producer LA: Hadi Dahrouge
Executive producer Paris: Guillaume Audibet
VFX producer LA: Spencer Patzman
VFX producer Paris: Solène Le Chatton
On set VFX supervisor: Thomas Boda
Creative director: Guillaume Cottet
Art director: Maks Loriot
Concept artist: David Pelletier
Concept artist: Pierre Emperador
Concept artist: Karl Lindberg
Concept artist: Ronan Lefur
VFX supervisor: Manuel Quinto
Storyboarder: Fred Remuzat
2D animatic: Meije Lanson
2D animatic: Julien Lin
2D animatic: David Pelletier
3D previz artist: Dane Armour
Matte painting artist: Thien-Co Pham
Matte painting artist: Jonathan Bey
Environment artist: Aurélien Geenen
Environment artist: Kilian Favarger
Environment artist: Aline Jourdain
Look dev assets: Vincent Hebrard
Look dev assets: Johanne Koffi
Rigging artist: Guillaume Boudeville
3D animation: Christophe Mauceri
Houdini artist: Mihai Grecu
Houdini artist: Alexeis Ossipov
Lighting artist: Manuel Quinto
Lighting artist: David Labelle
Lighting artist: Vincent Labis
Lighting artist: Aurélien Geenen
Lighting artist: Mélanie Rohmer
Lighting artist: Bruno Lesieur
Compositing artist: Romain Vallée
Compositing artist: François Vico
Compositing artist: Vivien Ebran
Compositing artist: Fabien Husselin
Compositing artist: Nicolas Kermel
Compositing artist: Raphael Rossant
Compositing artist: Étienne Dehais
Compositing artist: Jules Gaget
Compositing artist: Gabriel Kerlidou
Flame artist LA: Vincent Blin
Flame artist Paris: Samuel Roux

Offline/edit company: Exile Edit
Executive producer: Sasha Hirschfeld
Editor: Shane Reid
Assistant editor: Shane Van

Color company: C03
Producer, short form: Shannen Troup
Colorist: Tom Poole

Audio post group: Duotone Audio Group
Creative director/founder: Peter Nashel
Executive producer: Ross Hopman
Music supervisor: David Leinheardt
Producer: Gio Lobato
Director, music licensing: Dana Hom
Featured artist: Connor Price
Audio post production: Duotone Audio Post
Sound designer/mixer: Andy Green
Executive producer, audio post: Greg Tiefenbrnu