Jose Cuervo, in partnership with the UFC and creative agency Mekanism, launched "The Cuervo Challenge," where" sh*t-talkers risk going one round in the ring against champion fighter Tom Aspinall if they fail the blind taste test.
A short four-minute feature posted on the brand's YouTube channel showcases the challenge, with three vocal Jose Cuervo critics taking the blind taste test to see if they can identify the brand's tequila that they hate so much.
The video features a contractor and a filmmaker who said that Jose Cuervo is like "barbecue sauce mixed with gasoline" and "tastes bad like a*s," respectively, as well as a bartender who thinks the tequila "makes you want to drink something else."
If you talk sh!t, you gotta back it up. Watch what happens when real Cuervo sh!t talkers go one round in the Octagon with a UFC Interim Champ, Tom Aspinall.
— Jose Cuervo (@JoseCuervo) June 25, 2024
📺 Full Video: https://t.co/dCP8SCQUhfpic.twitter.com/cPRtYCw9TF
And lo and behold, they all failed, each paling when actually facing the UFC interim heavyweight champion in the octagon.
The twist? One round in the octagon against Aspinall actually meant "a round of Cuervo together."
After a bit of humorous theatrics meant to scare them, Aspinall instead invited them to join him for Cuervo shots.
If you talk sh!*t, you gotta back it up. Watch what happens when real Cuervo sh!*t talkers go one round in the Octagon with a UFC Interim Champ, Tom Aspinall.
— Jose Cuervo (@JoseCuervo) June 27, 2024
📺 Full Video: https://t.co/dCP8SCQUhfpic.twitter.com/EtxIChGmCE
The campaign was led by Mekanism and directed by Sam Cadman, who is known for hidden camera-style ads.
"Cheeky and irreverent, unexpected and authentic, I loved this idea from the first read," the director said about the ad.
Cadman went on to describe the exciting process of shooting the film at the UFC Apex octagon in Las Vegas, recounting how Aspinall and his brother Joe sparred for five hours straight to finish the shoot.
He also highlighted the benefits of working with real-world participants, getting more authentic and spontaneous responses.
Critics Walk the Talk
A tried and true advertising tactic developed in the 1950s, hidden camera ads rely on natural and unscripted reactions to get the spot's point across.
Brands have made use of this extensively on social media, with them often stopping regular people on the street for short interviews, taste tests, and games.
Although the people involved this time knew they were being filmed, the key to getting the same reactions lies in the participants being real haters of the brand.
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Couple it with an extreme punishment-style taste test that involves a popular UFC champion (who's sparring in the ring the entire shoot), and the challenge sure to evoke more instinctive responses that will resonate better with audiences.
Partnering with the UFC known for its real fights and adding the twist at the end not only elevates Jose Cuervo as a brand that isn't afraid of confronting its anti-fans but also makes for an entertaining execution that audiences will love.
Aspinall's participation in the spot leverages the fighter's star power and presence, giving it higher stakes and a much-needed edge.
The interim champion is currently ranked #11 in the UFC men's pound-for-pound rankings.
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Editing by Katherine 'Makkie' Maclang
