The McConaugheys ‘Get Out of Line’ in Pantalones Tequila’s Cinco de Mayo Ad

Matthew and Camila McConaughey are back to celebrate Cinco de Mayo the only way Pantalones Tequila knows how. 

In a cheeky new campaign for the brand, the couple leans into the brand’s irreverent energy and unofficial motto: “The Official Tequila of Getting Out of Line.”

A new video released this week shows the two line dancing in a field, completely ditching their pants as a nod to the carefree spirit of the holiday.

 

 

 

 

 

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A post shared by Matthew McConaughey (@officiallymcconaughey)

While the couple’s comedic timing and signature charm drive the brand’s playful tone, the campaign reinforces the tequila’s organic roots and premium positioning.

All without taking itself too seriously. 

Overall, it marks the next chapter in the McConaugheys’ hands-on approach to building their spirits brand, which first launched in 2023.

The two serve as co-founders, co-owners, and often also stars in the brand’s growing roster of social-driven content.

Creative agencies continue to find success by centering bold, self-aware campaigns around celebrity founders.

This helps brands carve out distinct personalities and voices in crowded markets.

Pants Off, Pantalones On for Cinco de Mayo

"What's the recipe for a great night out?" Matthew asks to kickstart the short hero spot.

For Camille, the answer is none other than Pantalones Organic Tequila. 

And while a night out isn't complete without dancing, friends, and music, it could only get better when you have a "total disregard for judgment."

For the husband and wife, that means taking their pants off as they dance to the beat of the tune, closing the spot.

The Official Tequila of Gettin’ Out of Line @PantalonesXLpic.twitter.com/GG9QNXZNm2

— Matthew McConaughey (@McConaughey) May 1, 2025

This year’s Cinco de Mayo activation expands beyond the fun video, offering fans multiple ways to toast the holiday.

National restaurant partners like Rosa Mexicano, Bonefish Grill, and Lazy Dog are jumping in with exclusive one-day or limited-time offerings:

• At Rosa Mexicano (May 2), guests get free tacos with every Pantalones Organic Margarita purchase.
• Bonefish Grill (May 5) is offering the “Green Jeans” matcha margarita for just $5.
• Starting May 1, Lazy Dog’s new cocktail menu includes a Prickly Pear Sloshie made with Pantalones Tequila.

For those celebrating at home, the brand also rolled out a slate of exclusive cocktail recipes on its website, ranging from classic margs to more unexpected creations.

The heart of the campaign is the same offbeat humor and unfiltered fun that launched the McConaugheys’ tequila venture in the first place.

These unique recipes invite audiences to make Pantalones part of their Cinco de Mayo celebration, creating shareable moments that align perfectly with the brand’s irreverent spirit.

Pull on your ranch boots and pour up a Ranch Pants. Made with Pantalones Organic Reposado Tequila, Topo Chico, lime juice, and salt, it’s the kind of drink that’ll give you some confidence in your two step shimmy. 🍋‍🟩 pic.twitter.com/OGSLcJWcSx

— Pantalones Organic Tequila (@pantalonesXL) May 3, 2025

Whether you're line dancing in a field, sipping cocktails with friends, or just ditching your pants in spirit, Pantalones makes one thing clear: There’s no wrong way to raise a glass.

And maybe, the less serious you take it, the better.

Previously, the McConaugheys brought back "the worm" dance craze to promote the organic tequila.