PATRÓN Tequila, the world’s number one ultra-premium tequila, announces a powerful new campaign that proves that a few natural elements, when masterfully combined, can create perfection. Inspired by PATRÓN’s traditional artisanal production, using only natural ingredients in a time-honored production process to make the best tequila in the world, this campaign features three unique voices singing a “simple but perfect” a cappella version of the ballad “Gracias a la Vida.”
Award-winning singer-songwriter Jessie Reyez, Grammy nominee Amber Mark, and genre-bending singer-songwriter and multi-instrumentalist Fousheé join forces for the “Simple Yet Perfect” campaign to honor this Grammy Hall of Fame-listed song, one of the most beloved Latin American songs in history, which, like PATRÓN, celebrates the beauty and perfection of simplicity. “Gracias a la Vida” is a positive, moving and grateful tribute to all that life gives us, including the elements of nature and the senses we have to enjoy them – a fitting parallel to PATRÓN Tequila, which is made from natural ingredients masterfully combined to create tequila perfection.
“The first time I heard ‘Gracias a la Vida’ I knew right away it was a very special song. The lyrics are filled with present moment gratitude and love. The world needs more of that these days,” Jessie Reyez says. “I’m honored to bring it to life today with PATRÓN Tequila, a brand I respect for how they honor tradition, Latino heritage, and passion.”
To create a uniquely memorable interpretation of the classic song that parallels PATRÓN’s inventive tequila craft, the brand enlisted Grammy Award-winning producer and composer Andres Levin, founder of the Grammy-nominated Afro-Cuban band Yerba Buena, and his company Tribe Caribe.
Retaining the original essence and Spanish lyrics of “Gracias a la Vida,” Levin’s use of cappella music for the campaign reflects PATRÓN’s rejection of unnecessary processing that would distract from the quality of the ingredients used to make the tequila. The result is a modern and unexpected take on a classic song, paired with strikingly beautiful and natural imagery that reflects PATRÓN’s manufacturing process.
“PATRÓN Tequila is passionately handcrafted by our familia at Hacienda PATRÓN – bold innovators committed to artfully combining a few, natural ingredients to create the world’s number one tequila,” stated Kathy Parker, President, and Global Chief Marketing Officer, PATRÓN Tequila. “With this campaign, the powerful voices of these three talented artists mirror the story of our artisanal tequila-making process, preserving the beautiful, rich character of our ingredients, while delivering perfection in every drop.”
The song is featured in a new commercial ( TV ) and a lengthy music video by MullenLowe ( LA ) that features the three artists against a backdrop of the natural elements that make PATRÓN Tequila so exceptional – from the water to the 100% Blue Weber agave to the Tahona Wheel volcanic rock used to make PATRÓN Tequila.
PATRÓN is committed to excellence with its traditional, handcrafted production process, never skimping on quality to increase efficiency. PATRÓN, one of the most recognized and respected luxury spirits brands in the world, is still made exclusively in the highlands of Jalisco, Mexico, in the same small batches and with the same passion and dedication to craftsmanship. The quality and smooth, delicious taste of PATRÓN Tequila is a testament to this unwavering trust that is embedded in the heart and soul of PATRÓN, delivering a superior result that is simply perfect.
PATRÓN’s “Simple Yet Perfect” campaign will also be featured in :60, :30 and :15 second versions on television and digital platforms, and can be viewed on Instagram @Patron and on YouTube at www.youtube.com/patrontequila.
