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Jose Cuervo

Jose Cuervo

Testosterone-fueled print campaign for José Cuervo tequila featuring tough guys, Harvey Keitel and Benicio del Toro, encouraging 20-something men to “Take Your Shot,” both literally (take a shot of Cuervo) and figuratively (take a shot at that woman you think is out of your league or that promotion you think you won’t get). At the end of the day, it’s a bro-culture campaign where real men like Harvey and Benicio urge our target to man-up and go for it.

Click image to see full ad.