Patrón's Rhythmic New Ad Embodies What It Means to Be Handcrafted

The latest from Patrón Tequila, “Our Hands,” reflects exactly what it says on the tin (or in this case, bottle). The hands that compose this tequila—made of just agave, water and yeast—compose a clear, rhythmic beat that echoes the precision of the artisans.

Created by MullenLowe Los Angeles, “Our Hands” opens with a woman clapping once toward the sky, which responds with its own sharp clap. Every face (and set of hands) you see contributes to Patrón’s creation. Entirely shot at Hacienda Patrón in Jalisco, Mexico, which hosts 2,000 employees, the ad showcases a jimador, a tahona miller, fermenters, distillers and bottlers.

“A bottle of patron has been touched by 60 hands before leaving the distillery, including mine,” says tequila artisan Jovian Elías, in a behind-the-scenes that accompanies the video.

Once the tone is set, “Our Hands” takes on an atmospheric rhythm. Andrés “Dre” Levin, who produced the sounds and music, designed the handclapped drumbeat. “The composition I’m making is all these hands coming together to make a rhythm and a melody so it expresses the passion that the artisans have for their work,” Levin explains. “It’s the same hands that come together to make this extraordinary tequila.”

While the hands demand almost magnetic focus, you’re also treated to the land that composes this liquor: those surreal blue skies, water still as a mirror, the caves that contain the tequila barrels, and the fields that produce Patrón’s 100 percent Blue Weber Agave, which assert an undeniable presence.

A strong sense of land-based folklore is emitted here. In many moments, an artisan’s head is framed by gold gilding or sharp agave spikes. Jalisco is an ancient place. Settled 12,000 years ago by nomadic tribes, its mineral deposits alone attracted the Spanish after their conquest of Tenochtitlán, the Aztec capitol (now Mexico City). The region, once roamed by mammoths and upon which pyramids still preside, literally birthed tequila.

The artisans were dressed by Mexico-based designer Sandra Weil, who created hand-cut and hand-sewn garments. “I chose clothing that elevated the artisans,” Weil says. “We used natural fibers, all handmade, sustainable materials to develop these outfits that allow them to express their own passion.”

The ad ends as it began: with a last sharp clap, and a glance to the side that precedes the packshot. “Made by hand. Crafted by passion,” the copy wraps.

Check out the behind-the-scenes, which is short but no less meaty:

“The craftsmanship, creativity, and talent of our people has allowed us to constantly experiment, explore and create bold innovations whilst staying committed to our handcrafted production process,” says Ronan Beirne, global VP of Patrón Futures. “At a time when families are coming together for the holidays, we’re putting a spotlight on our own artisan ‘familia’ and championing the people who are the pulse of Patrón.”

The campaign went live at November’s end. It’s supported by print, social media and out-of-home.

CREDITS

Production Company: Loveboat
Director: Airton “Tino” Carmignani
Creative Agency: Mullenlowe Los Angeles
Executive Creative Directors: Laura Sampedro, Carlos Alija
Creative Director: Victor Monclus
Head of Design: Fabio Brigido
ACDs, Writer: Ashley Suarez Wood
ACDs, Art: Mary Wuench
Art Director/Content Photography: Michael Marcheco
Sr. Designer: Rafa Rosa
Group Strategy Director:: Bia Bonani
Associate Strategy Director: Christian Franco
Managing Director: Javier Passerieu
VP, Head of Integrated Production: Kate Hildebrant
Producer: Judd Stricker
VP, Director of Art Production: Karen Youngs
SVP, Group Account Director: Peter Jacobs
Account Director: Hector Romero
Account Supervisor: Anita Patel
Account Executive: Maya Smithson
Project Manager: Tori Landin
VP Director of Business Affairs: Davina Turnbull
Business Affairs Manager: Megan Schofield
Business Affairs Assistant: Maddie Kercheval
VP, Executive Content Producer: Aubrey Hayden
SVP, Director of Editorial: Emile Doucette
Editor/ Shooter: Andrew Mui
VP, Director of Integrate Studio: Dan Howell,
Associate Motion Design, Director: Jorge Noujaim
Motion Designer: Robert Lujan

Production Company: Loveboat
Director: Airton “Tino” Carmignani
Managing Partner: Jeff Baron
Executive Producer: Rachel Curl
Production Supervisor: Tiffany Che
Production Designer: Gui Marini Da Silva
Producer: Sally Hanson
DoP: Dustin Lane
AssIstant Director: Scott Harris
Production Services: Story
Story Producer: Carlos Estrada
Choreographer: Priscilla Reed

Editing Company: Lockt
Lead Editor: Dan Abraham
Executive Producer: Rebecca Jameson
Post Producer: Jess Berry

Finishing Company: Shape + Light
Executive Producer: Cara Lehr
Creative Director: Rob Trent
VFX Supervisor/Lead Flame: Aaron Neitz

Music Supervision Company: Tribe Caribe
Composer & Music Producer: Andrés Levin
Music Producer: Jaxx Landry

Artisan Photographer: Enrique Leyva
Product Photographer: Ren Fuller

Fashion Designer: Sandra Weil
Stylist: Andrea Mendez
Design Director: Monica Mendoza