Pop culture icon Jonathan Goldsmith bending a spoon with his mind (“Bible”), holding his breath for one hour, becoming the namesake of the sun (“Star"), welcoming his pet shark home (“Philippe”) and receiving the “Best Actor” award for a movie not out yet are just a few of the legendary moments in Astral Tequila’s first creative campaign, “This Calls for Tequila.”
The 10-spot video campaign, which launched today, was created by ad agency Erich & Kallman and directed by Andrew Laurich of ContagiousLA, which produced and provided much of the post for the project.
Laurich previously collaborated with Astral, the agency, and Goldsmith on the October 2017 social ad, “Columbus Day,” which serves as a playful “reenactment” of Columbus pursuing a shorter route to India as he arrived in the New World. Laurich's growing body of work includes Live Bait, his branded short for Fox Studios and Mars Candy, the dark comedy short A Reasonable Request, screened at both SxSW and Sundance in 2016, and campaigns for Mercedes (with Rickie Fowler), Farmers Insurance, and more.
“This Calls for Tequila” marks Goldsmith’s first large-scale advertising appearance since his role as “The Most Interesting Man in the World.” The spots focus on toasting life’s most legendary moments with the most fitting tequila, Astral. The campaign encourages consumers to choose Astral for every celebration as well as life’s best, most unexpected, legendary moments–an ethos embodied by Goldsmith, the campaign’s star and Astral Tequila partner.
“Astral Tequila is the only spirit fitted for life’s most legendary moments, conversations and experiences whether that be a friend’s promotion at work or successfully disarming a bomb while blindfolded,” said Goldsmith, “I’m thrilled to share these videos with the world to explain why my drink of choice is tequila, Astral Tequila.”
“Astral tequila is unlike any other, it is a heritage tequila reminiscent of the way the spirit was made before the process was industrialized,” said Master Sommelier and Astral Founder, Richard Betts, “It’s been exciting for me to work with Jonathan and to share our dream with so many people.”
The campaign will come to life through a mix of traditional and social media (@astraltequila) throughout 2018. The first two spots can be viewed at www.astraltequila.com.
About CONTAGIOUSLA
ContagiousLA is presided over by Co-Founder/Executive Producer Natalie Sakai. Campaigns for Carhartt, City of Hope, Farmer’s Insurance and Mercedes-Benz are complemented by projects such as A Reasonable Request, which screened at SxSW and Sundance, becoming one of the most lauded comedy shorts of 2016. Sakai oversees the Los Angeles chapter of SheSays (http://weareshesays.com/).
About ASTRAL TEQUILA
Founded by Master Sommelier Richard Betts, Astral Tequila is a unique spirit reminiscent of the way tequila was made 150 years ago before it was industrialized. Produced as a celebration of beautiful culture and spirit, Astral was awarded The New York Times’ highest rating, a Double Gold medal from San Francisco World Spirits Competition and named one of the “Top 10 Blanco Tequilas” by Food & Wine magazine. www.AstralTequila.com
About DAVOS BRANDS
Our mission is to build and develop the highest quality, best-in-class wine and spirits brands that create a valuable and lasting connection with consumers. We do this through teamwork, innovation, entrepreneurial spirit, and relentless perseverance. Our team thinks outside of the box and finds ways to obtain outstanding results through an entrepreneurial focus. The Davos Brands premium portfolio is currently composed of TYKU Sake, Aviation American Gin, Sombra Mezcal, and Astral Tequila.
About ERICH + KALLMAN
Erich & Kallman (https://www.erich-kallman.com) is an independent, San Francisco-based creative shop founded by Wieden+Kennedy, Barton F. Graf, and Goodby Silverstein & Partners veteran Eric Kallman and former Crispin, Porter + Bogusky president Steven Erich. The agency is lean by design to reduce overhead costs and allow for a more nimble process. And their focus on speed has proven impactful on both AOR and project work for companies such as General Mills, Chick-fil-A, Bolthouse Farms and New Belgium Brewery among others.
