Patrón Tequila celebrates the fact that each bottle of Patrón Tequila is passionately handcrafted by a team of artisans in a commercial titled “Our Hands”, featuring people applauding.

The spot, created by agency MullenLowe Los Angeles, has been filmed at the Patrón Hacienda in Jalisco, Mexico, and shows a cast of real artisans – including a jimador, tahona miller, fermenters, distillers, and bottlers – that craft Patrón Tequila. Among them are. The ad uses music created by their applauding hands to bring to life the idea that every bottle of Patrón Tequila is “made by hand” and “crafted with passion.”

The musician who worked with the team of artisans to create the unique “soundtrack” is Andres “Dre” Levin. He said this rhythm and melody express the passion that these artisans have for their work.

The brand says the making of super-premium Patrón Tequila takes 60 masterful hands (that touch a bottle of tequila before it leaves the distillery) and a traditional technique. It is all done manually, the same way it used to be done 400 years ago.