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TV

Patron: Gracias a La Vida, Thank You To Life

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PATRON Tequila, the world's number one ultra-premium tequila, is announcing a powerful new campaign, via MullenLowe, Los Angeles, that proves, when masterfully combined, a few natural elements can create perfection. Inspired by the traditional, handcrafted PATRON process that takes only natural ingredients through a time-honored production method to create the finest tequila in the world, this campaign features three unique voices singing a 'simple yet perfect' a cappella version of the ballad, "Gracias a la Vida." Award-winning singer-songwriter Jessie Reyez, Grammy-nominated Amber Mark and genre-bending singer-songwriter and multi-instrumentalist Fousheé honor this Grammy Hall of Fame 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 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. In order to create a uniquely memorable rendition of the classic song that provides a parallel for the inventive tequila-making craft of PATRÓN, the brand enlisted acclaimed Grammy-winning producer-composer Andres Levin. Maintaining the original essence and Spanish lyrics of "Gracias a la Vida," Levin's use of a cappella for the campaign reflects the PATRÓN rejection of unnecessary processing that would distract from the quality of the ingredients that go into making its tequila. The effect is a modern and unexpected take on a classic song paired with strikingly beautiful and natural imagery that echoes the PATRÓN production process. The song will be unveiled in a new TV ad and long-form music video created by MullenLowe LA. The campaign will also be available in :60, :30, and :15 second versions across broadcast and digital platforms, and can be viewed on Instagram @Patron and on YouTube at www.youtube.com/patrontequila.
Credits Other credits

VP, Group Strategy Director: Kate Hildebrandt

Head of Integrated Production: Anna Vlakjovic

Director of Business Affairs: Davina Turnbull

Senior Business Affairs Manager: Monica Silverman

Managing Director: Javier Passerieu

Account Director: Abby Inman, Hector Romero

Account Supervisor: Anita Patel

Account Executive: Maya Smithson

Production

Stink President: Daniel Bergmann

Production Services: Habitant

Habitant Producer: Matias Godoy

Production Designer: Luciano Lasca

Stylist: Paola Alfaro

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