Director Juan Carlos Martin Captures the Essence of Mexico for Tequila Herradura

Tequila Herradura has come up with a new campaign that praises the essence and diversity of Mexico to a fashionable extreme. With its motto “Made of Mexico” it has captured the contemporary spirit of a country that has been appointed as the trendiest top destination of 2016 by the New York Times.

Hence, TeranTbwa united an amazing team of Mexican artists -such as our own film directors Juan Carlos Martin and Salvador Alvarado, cinematographers Federico Barbabosa and Serguei Tanaka, stylist Nancy Rodríguez, designer Marika Vera, musicians Emilio Acevedo, Andrés Maher and top model Alejandra Infante- in order to produce a mesmerizing spot that reflects upon the idea of a luxurious and sophisticated Mexico that’s on the rise.

There has been a transformation within Mexico that says: Well, let’s stop doing things like in the past. And let’s turn Mexico into a contemporary and attractive entity towards the exterior.  – Salvador Alvarado

Director Juan Carlos Martin was in charge of projecting his unique vision of what it means to be “Made of Mexico”. A concept that was further visually expanded with the assistance of director Salvador Alvarado – in charge of the advert's second production unit.

The result is an elegant and cosmopolitan spot, centered on a lavish party that celebrates the most iconic architecture, art and delights of modern Mexico. Therefore inviting the audience to toast with the best drink of them all: Tequila Herradura.

There are two sides of Mexico that are in a constant dialectic and that I find very interesting at this moment. And it is an intelligent motto, “Made of Mexico”, for in fact it embodies not only the idea of being Mexican, but proposes what it is to be a Mexican right now. The contemporary, universal Mexican, I think the campaign portrays something about that.  – Juan Carlos Martin

TeranTbwa and Tequila Herradura’s new campaign is certainly a journey into the mind of a vigorous Mexico and a reflection of the country’s unique buoyant personality, that’s come alive on the screen through the genius and particular vision of Juan Carlos Martin. We invite you to join the celebration and experience for yourself what it means to be “Made of Mexico”.