'Liberate Your Spirit' with Jose Cuervo

"Creature London is celebrating tequila brand Jose Cuervo's Mexican heritage in a film that takes viewers from agave fields to city bars and clubs.

The 60-second spot opens with a group of jimadors - farmers who harvest agave - sitting around a campfire drinking tequila.

*What do you think the future holds for our agave?* one asks.

The action then cuts to a crow that flies from farmland to city, weaving through the streets and visiting young people drinking outside at bars. All the while the jimadors' hopes for the drink are expressed as a voiceover. 'I hope it has the power to inspire, says one. Another says: 'I want it to feel the music, as revellers dance at a club.

The crow returns to the farmland, where the men are sitting. "I guess we'll never know," one of them says and then raises his glass to his friends.

The campaign is running in markets including the UK. There are 15-, 10- and six-second edits of the ad, while the campaign will also run on digital out of home, digital and social.

The films was directed by Paul Butterworth through Oxigeno and created by Stu Outhwaite-Noel and Megan Egan." - Ad of the Day, Campaign Magazine

Client: Proximo Spirits

Agency: Creature London

Production Company: Oxigeno, MX

Director: Paul Butterworth

Directors' Rep: Dark Energy

Producer: Renata Uribe

DOP: Santiago Gonzalez

Post Production: Glassworks BCN

Post Producer: Ángel Moya

Editor: Marc Soria

Music: Banjo Music

Sound: Creative Outpost