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Branding, marketing

Tequila Patron Spot: Racers Promote Drinking Responsibly

If Le Mans race car drivers blocked your car to prevent you from driving after a night out on the town, odds are you’d listen up.

That’s the premise of a new 30-second TV spot featuring three Extreme Speed Motorsports drivers and two Ferraris sponsored by Tequila Patron.

The ad, produced in conjunction with Extreme Speed Motorsports and created/directed by Radical Media’s Jeff Zwart, will be aired during the American Le Mans Series, for which Tequila Patron is the presenting sponsor.

Its first airing will be during the Long Beach Grand Prix broadcast on April 14.

The ad shows ESM driver/owner Scott Sharp and Tequila Patron president/CEO (and race-car driver) Ed Brown driving Ferrari Italia 458s, zipping up to stop a couple from driving after a celebration in a nightclub. (Teammate Guy Cosmo can be spotted in a cameo role as the nightclub’s doorman.)

The concept aims to (literally) drive home the message of drinking Tequila Patron, and all alcohol, responsibly by leveraging the “cool factor” of the Ferrari race cars, notes Patron Spirits International CMO Matt Carroll.

via MediaPost Publications Tequila Patron Spot: Racers Promote Drinking Responsibly 04/03/2012.


About Bob Innes

Who am I and what I do best! I am a skilled Sales and Marketing team player known for performing behind the scenes miracles that increase base distribution, improve customer relationship management, exceed annual sales volume,and profitability for Consumer Packaged Goods companies. And I've been doing it for over 15 years. My successful contributions include such clients as Kraft Foods, Mars, Bumble Bee Foods, Unilever, Johnson and Johnson and SC Johnson, and JM Smuckers.


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