Next time you decide to shoot that shot of tequila in under two seconds flat, think about what the harvester of said tequila went through to get you that one ounce glass-worth of distilled liquor. The “Jimador,” as he is accurately called, must remove approximately 200 tall, hard, thick leaves with a sharp tool before he can get to heart, or piña, of the agave plant, which is then used to make his tequila that you just chugged.

That takes a lot of work, a lot of dedication, and a lot of soul. And that all-consuming passion is what Tequila Herradura wants its drinkers to think about when it comes to the brand — which it shows in a new global campaign by Grey Canada — because it’s been doing this for the past 145 years and it’s showing no signs of slowing down.

“To emulate the true spirit and authenticity of Tequila Herradura, we decided to feature raw, undiscovered talent. There’s no acting going on here.” said Joel Arbez, ECD at Grey Canada in a release. “By showcasing these journeys to excellence, the campaign proves that achieving greatness means no shortcuts.”

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Credits:

Advertiser: Tequila Herradura Ultra
Agency: Grey Canada
Chief Creative Officer: Patrick Scissons
Executive Creative Director: James Ansley
Executive Creative Director: Joel Arbez
VP Strategy: Andrew Carty
Art Director: Logan Gabel
Writer: Graeme Campbell
Vice-President Content & CRM: Karen Lee
Account Director: Laura Rovinescu
Account Executive: Harjot Tatla
Account Planner: Lauren Scapillati
Producer: Erica Metcalfe
Production Company: Untitled Films
Director: Scott Pommier
Executive Producer: Lexy Kavluk
Line Producer: Amalie Bruun
Director of Photography: John Houtman
Editorial: Saints Editorial
Executive Producer: Michelle Rich
Editors: Griff Henderson and Raj Ramnauth
Post Production: Alter Ego
Executive Producer: Cheyenne Bloomfield
Colourist: Eric Whipp
Online: Andres Kirejew / Darrem Achim
Music and Sound Design: Apollo Music
Executive Producer: Tom Hutch / Hannah Graham
Creative Director: Daenen Bramberger