Espolòn Tequila 'Rides the Rooster' to Deliver a Giant Egg

Plus, there's a freaky skeleton and DJ in this completely cracked commercial

Great DJs aren’t born, they’re hatched. And so it goes for Espolòn Tequila, which just dropped a bonkers campaign via Venables Bell & Partners.

In the spot below, brand characters Ramón the Rooster—who’s supersized—and Guadalupe (a skeleton) burst into a private lounge.

The rooster lays a big ‘ol egg—to hell with anatomical accuracy! A scruffy mixmaster bursts forth, turntable in hand, and gets the party started.

Tom Kuntz directed the commercial via Karen Film and MJZ.

VBP creative chief Will McGinness says he strove to “blow up the conventions and cultural artifice of what ‘premium’ is supposed to be.”

Sure, “Ride the Rooster” tries too hard to be self-consciously surreal. But it succeeds anyway, packing crazed imagery, twisted energy and hyper-saturated hues to spare.

The F/X-driven :30 feels defiantly weird, rocking an indie-film vibe that should lure some eyeballs. It recalls KFC’s bizarre excursions with colossal chickens, without the uncomfortably cultish overtones.

Framestore F/X wizard Alex Thomas and his team “worked closely with us to make the characters feel tactile, organic and a little imperfect,” McGinness tells Muse. “We designed them in 3D using real-world materials and textures as inspiration, then animated them in CG.”

“The result was characters that genuinely belonged in the world of the films, while still giving Ramón room to be expressive, ridiculous and larger than life.”

The work breaks this week across TV, digital and social video in the U.S., expanding to Mexico, Canada, Italy and Australia in due course.

Related: Crocs Hatches a Kooky Crocodile as Its First Brand Mascot