Lobos 1707 LeBron James Commercial

Independent spirits brand Lobos 1707 has launched a new ad, titled “Build A Bigger Table,” which evokes the authentic brand heritage and legacy of Lobos 1707 Tequila and Mezcal.

The film, created by agency Young Hero, juxtaposes the origin of tequila with the assembly of the Lobos 1707 team and takes viewers on a journey from the vast moonlit agave fields in Mexico to aged PX wine barrels from Spain, showing Founder and Chief Creative Officer Diego Osorio and CEO Dia Simms, and several other staff members who are integral to the development of the brand and story.

The video spotlights each individual’s contribution, from the jimadors, the distillers and mixologists, to the collaborators and advisors of the brand’s liquids and brand image.

“United in purpose, driven by passion, there’s always a seat at our table. And when there isn’t, we’ll build a bigger table,” the voiceover says toward the end of the commercial, which also features LeBron James joining the Lobos 1707 team around the table to drink a glass of its tequila.

The tequila and mezcal trademark, launched last month in Mexico and the US, is named after the Spanish word meaning “wolves” and dedicated to celebrating the strength of the pack. Lobos 1707 offers Extra A├▒ejo, Reposado, Joven and Mezcal Artesanal.

“Creating and designing Lobos 1707 is about love, legacy and authenticity,” Osorio said in a press statement. “I see Lobos 1707 as another way of storytelling. The story begins and ends with our love for the spirit, from the aging process to holding the bottle and sharing the first sip. It’s a story that celebrates our pack and our extended family who has been with us throughout our journey. Above all, Lobos 1707 represents unity,” he also declared.

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