Lobos 1707 Tequila - LeBron James Stars in Summer Cocktail | Clapboard Ad Archive

Agent 1707, James, LeBron James

Description

Lobos 1707’s captivating film campaign, Lobos is Agent 1707, stars LeBron James as the suave and skilled agent who knows his way around tequila. Set against the backdrop of a high-stakes poker match with Victoria Justice as the formidable adversary, the narrative cleverly intertwines suspense and sophistication, inviting viewers into a world where winning the hand or winning the mission hinges on every move. Central to the story is the introduction of the new summer cocktail, the Lobos Elote Shot, blending two parts Lobos 1707 Reposado Tequila with one part Elote Liqueur, served up and garnished with lime, perfectly embodying the brand’s spirit and the campaign’s vibrant energy. The cinematic production showcases exceptional creative direction and storytelling, brought to life by Rosewood Creative, under the leadership of CEO Amir Mohamadzadeh and Executive Creative Director J Smith. With Diego Osorio serving both as the Bartender on screen and the brand’s Founder and CCO behind the scenes, the campaign benefits from a deeply authentic connection to the brand’s heritage and craftsmanship. Supported by a talented team including Joanna Darst (VP, Consumer and Digital Marketing), Elaine King (VP, Trade Marketing and Strategic Events), and others, the campaign strategically positions Lobos 1707 as a premium choice for tequila enthusiasts seeking both quality and excitement. The blend of star power, sleek narrative, and the enticing new product aims to engage consumers across multiple social platforms, driving brand recognition and affinity within the competitive alcoholic drinks market. Through cinematic visuals, expert production by mssngpeces, and a compelling storyline, Lobos 1707 stakes its claim, inviting consumers to join the mission and experience tequila with confidence and flair in 2024. Follow the journey on Lobos 1707’s social channels to immerse in key campaign moments and taste the bold allure of the Lobos Elote Shot.

Credits

Client

Lobos 1707

Agency

Rosewood Creative

Director

Marta Cunningham, Mssngpeces

More like this

The Bacon Steakhouse Double - Whataburger | Clapboard Ad Archive

Whataburger’s Bacon Steakhouse Double campaign, created in partnership with McGarrah Jessee, raises the bar for limited-time fast-food innovation by inviting consumers to savor a steakhouse-quality burger experience—no reservation required. In a playful 30-second TV spot, a sharply dressed steakhouse waiter wheels the Bacon Steakhouse Double into the casual bustle of a Whataburger restaurant, pontificating on whether this indulgently crafted burger is a want or a need and ultimately underscoring that when a product tastes this good, the distinction becomes irrelevant. The creative juxtaposition of white-tablecloth rituals and the familiar, everyday appeal of Whataburger’s brand personality typifies an approach that sits in Clapboard’s FORMAT#12—Parody or Borrowed Format, using the borrowed codes of upscale dining to both satirize and elevate the fast-food offering. The product itself—two fresh, 100% beef patties, double slices of aged cheddar, smoky bacon, crispy fried onions, and tangy steak sauce on a toasted bun—delivers rich steakhouse flavors with every bite, while a Jr. variant offers flexibility for lighter appetites. Strategic communications push urgency around the limited-time availability, running through June 30, and direct audiences to digital engagement with social promotions, app incentives, and cohesive messaging that remixes the much-loved Whataburger brand line into just like you want it and need it. The market category—food and drink—demands compelling differentiation, and Whataburger answers with a campaign that doesn’t shy from parodying tradition, but instead uses the formality of steakhouse culture to create fresh desire within the casual segment, boosting emotional and sensory cues of indulgence while keeping the experience accessible. The campaign’s positioning is consistent with Whataburger’s ongoing strengths in cultural conversation and product innovation, following the highly resonant WhataWings campaign and maintaining a tone of playful self-awareness that invites the audience to join an inside joke about food cravings and culinary aspiration. Social activation under the banner #ProudToServeYou and amplified mobile integration underpin a broader strategy to foster trial, loyalty, and ongoing engagement, ensuring both immediate impact and sustained relevance for the brand. Clapboard rates this 63/100. This campaign demonstrates how fast-food brands can commandeer the visual and behavioral codes of higher-end dining to generate renewed relevance, provided they maintain an authentic point of connection with their existing customer base.

Campaign Proposition

The Lobos 1707 campaign, titled "Agent 1707," leverages a high-stakes narrative featuring LeBron James as a suave tequila expert navigating a poker match against Victoria Justice. Central to the campaign is the introduction of the Lobos Elote Shot, a signature summer cocktail blending Lobos 1707 Reposado Tequila with elote liqueur, designed to position the brand as an innovative and premium choice for tequila consumers seeking a sophisticated yet adventurous drinking experience. The brand proposition emphasizes expertise and confidence in tequila craftsmanship, associating Lobos 1707 with both refined taste and a daring, mission-driven attitude. Strategically, the campaign employs star power through LeBron James, connecting the product with cultural relevance and aspirational lifestyle cues that resonate with a dynamic, engaged U.S. audience. By framing the consumer experience as a “mission” entwined with performance and a competitive poker showdown, the campaign targets an adult demographic that values both authenticity and a sense of thrill in their beverage choices. The creative angle blends cinematic storytelling with a social and cultural edge, using recognizable personalities and a scenario that merges skill, strategy, and indulgence. This approach aligns Lobos 1707 with both a premium quality message and a contemporary lifestyle narrative, reinforcing its position within the alcoholic drinks market as not just tequila, but an elevated drink for those “all in” on flavor and experience. The campaign’s film medium and media components are optimized for digital platforms, enhancing engagement through shareable, visually compelling moments that strengthen brand recall and affinity among consumers seeking distinct, culturally relevant alcoholic beverages.

Creative Device

FORMAT#12 PARODY OR BORROWED FORMAT — Uses or parodies pop culture formats like films, shows, or genres. This campaign unmistakably borrows the iconic James Bond/spy movie format, centering on LeBron James as “Agent 1707” in a high-stakes, cinematic poker showdown against Victoria Justice. From the agent codename to the suspenseful “win the hand or win the mission” line, all cues point to a clear spoof or homage to the spy genre. The product—Lobos Elote Shot—is woven into this parody narrative as the “tool” aiding the protagonist, but the essence lies in mimicking a familiar pop culture blueprint for fun and memorability. This creative device leverages genre conventions and the celebrity’s persona to create instant recognition, making Parody or Borrowed Format the most accurate fit. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

JAVA JAM, DunKings 2 - Dunkin' | Clapboard Ad Archive — archive collection thumbnail

JAVA JAM, DunKings 2 - Dunkin' | Clapboard Ad Archive

DunKings 2: JAVA JAM is the next punchy evolution of Dunkin's high-visibility celebrity platform, built by Artists Equity and unleashed during the Super Bowl to play directly in the heart of the Food & Drink market category. Returning Ben Affleck to his iconic tracksuit alongside Casey Affleck, Bill Belichick, Jeremy Strong, and Druski, Dunkin’ reasserts its brand swagger with a film-led campaign that transforms the perennial coffee wars into a tongue-in-cheek, sports-style showdown branded as the Battle of The Coffee Brands. More than a performance, the creative leans fully into ongoing character work—an approach that sits squarely in Clapboard's FORMAT#8—Ongoing Characters or Celebrities, where recognisable personalities become de facto brand mascots and deliver continuity, memorability, and instant cultural cachet for the audience. The DunKings ensemble razzes rivals and clinches a triumphant Coffee Cup victory, broadcasting a message of choice for everyday winners while echoing Dunkin’s accessible, playful personality in sharp contrast to premium niche players like Starbucks or Dutch Bros, who position with either exclusivity or youthful niche flair. The jovial, athlete-meets-rock-band camaraderie is keyed to a mass American audience, energising the campaign far beyond simple product shots and instead building pride and recall by making Dunkin’ the underdog-turned-champion in the taste arena of 2025. The narrative sails into the tangible with the DunKings $6 Meal Deal—sandwich, hash browns, and medium coffee—that ties the entertainment directly to a value-driven call-to-action primed for post-Super Bowl cravings, propelling product trial and everyday traffic while giving consumers a way to participate in the win. With over two million views, the spot’s reach matches its ambition, demonstrating the ongoing pull of celebrity-centric ensembles in high-stakes media contexts and the appetite for brand personalities that can evolve across campaigns. Clapboard rates this 73/100. This campaign matters because it underscores how a quick-service leader can achieve cultural leadership in a commoditised category by investing in character-driven, entertainment-first brandbuilding while linking the action decisively to the register.

Super Bowl LX Teaser 'Stable' - Budweiser | Clapboard Ad Archive — archive collection thumbnail

Super Bowl LX Teaser 'Stable' - Budweiser | Clapboard Ad Archive

Budweiser’s Super Bowl LX Teaser Stable plants its flag in the United States Food & Drink advertising landscape by betting on the enduring equity of the Budweiser Clydesdales, signaling a calculated return to iconic brand codes for Super Bowl 2026. This campaign leans heavily on suspense and cultural recognition, offering the succinct hook heads will turn and the evocative title Stable to seed anticipation across millions ahead of the brand’s full reveal. With Agency’s guidance, the piece embraces a minimalist narrative, eschewing explicit product demonstration for a moment of shared expectancy that taps into the communal rituals of Super Bowl advertising. The approach sits squarely in Clapboard’s FORMAT#8—Ongoing Characters or Celebrities, leveraging recurring brand figures for instant recall and emotional resonance at a time when legacy characters can still drive mass appeal and brand loyalty in the beer category. In the context of the fiercely competitive US beer market, where Bud Light, Coors Light, Miller Lite, Heineken, and Corona all jockey for position with clear point-of-view messaging, Budweiser’s move stands out for its confident use of nostalgia paired with modern digital strategy, as evidenced by over 8.7 million views, consolidating the teaser’s role as a cultural event in itself. The film medium and strategic timing reflect an astute understanding of contemporary consumption habits, while the high-reach digital push amplifies Budweiser’s status as not just a beverage but a participant in American pop culture moments. The decision to withhold narrative details signals trust in the audience’s fluency with brand lore, and the sheer volume of early engagement positions this campaign to dominate both online discussion and offline anticipation in the weeks leading into the Super Bowl. The campaign earns 60/100 in Clapboard’s global creative archive. For an industry that too often chases novelty at the expense of meaning, Stable demonstrates how the confident deployment of legacy assets can meet the modern need for spectacle without sacrificing brand authenticity.

Keep it Cosmo with Aubrey Plaza - Cointreau | Clapboard Ad Archive — archive collection thumbnail

Keep it Cosmo with Aubrey Plaza - Cointreau | Clapboard Ad Archive

Keep it Cosmo with Aubrey Plaza marks Cointreau’s ambitious 2023 bid to cement its place at the heart of cocktail culture, collaborating with Edisen to deliver a campaign that doubles down on the brand’s heritage as the essential ingredient in the world-famous Cosmopolitan. In a strategic alignment that leverages the enduring pop-cultural resonance of the Cosmopolitan, the campaign enlists Aubrey Plaza — whose dry wit and sophisticated confidence echo Cointreau’s premium, cosmopolitan image — to create a visible through-line between the brand, the drink, and contemporary lifestyle aspirations. By integrating Toby Cecchini, the original creator of the Cosmopolitan, into the campaign narrative, Cointreau and Edisen shrewdly frame the story as an origin myth reinterpreted for a new generation, underscoring authenticity while making Plaza’s presence central to the creative draw. The resulting content, distributed across digital, connected TV, and social platforms in the United States, demonstrates an acute understanding of modern media habits and the power of celebrity recall, aligning directly with what Clapboard’s taxonomy would classify as FORMAT#8—Ongoing Characters or Celebrities, where personality and persona outweigh story structure as the driver of brand association. Eschewing digital trickery in favor of in-camera craft, the film’s execution refrains from overproduction, focusing instead on understated set design, elegantly styled cocktails, and the improvisational energy Plaza is known for, ensuring the campaign feels as immediate as it does timeless. The creative approach is underpinned by a clear market insight: Cointreau is elevated through association with a classic that feels both accessible and aspirational, especially during the high-stakes holiday season when liquid choices become cultural signals. For the category, where competitors like Grand Marnier and Patron Citrónge amplify heritage or luxury, Cointreau’s angle hangs on an emotionally resonant, celebrity-driven narrative that situates its product at the intersection of confident self-expression and classic conviviality, while the campaign’s simple call to rediscover the Cosmopolitan at home via step-by-step guides broadens the brand’s reach beyond the bar scene to the living room. Amassing over a million views, the campaign’s cultural connection is immediate and palpable, propelled by Plaza’s ability to bridge irreverence and sophistication in a way that mirrors the Cosmopolitan’s own origin and rise to icon status. Clapboard rates this 63/100. At a time when authenticity and simplicity are increasingly valued in luxury lifestyle communication, Keep it Cosmo with Aubrey Plaza signals a return to ingredient-led storytelling powered by credible, recurring personalities.

The Other Rob - Aviation American Gin, Aviation Gin | Clapboard Ad Archive — archive collection thumbnail

The Other Rob - Aviation American Gin, Aviation Gin | Clapboard Ad Archive

The Other Rob, developed by Maximum Effort for Aviation American Gin and Aviation Gin, injects a playful and culturally attuned perspective into the Food & Drink sector’s ongoing celebrity arms race, drawing on Grammy-winning artist Rob Thomas as its unexpected north star in the United Kingdom and United States markets for Year: 2023. This campaign leans into what Clapboard’s taxonomy identifies as FORMAT#8—Ongoing Characters or Celebrities, further cementing Aviation American Gin’s now-signature narrative strategy of embedding personalities at the core of brand storytelling. The creative unlock is a mischievous twist on celebrity conventions, with Thomas positioned as the so-called other Rob—riffing not just on the ambiguity of celebrity identity but leveraging the intrigue of a Welsh chant about American Gin slated for 2024. In a category where heritage-driven narratives (Tanqueray’s enduring British classicism, Hendrick’s eccentric botanicals, Bombay Sapphire’s modern craft allure, Beefeater’s historic juniper force, and Sipsmith’s boutique provenance) dominate discourse, The Other Rob subverts expectation by refusing orthodox associations, instead foregrounding cross-cultural mashup and self-aware wit. The film medium amplifies the metatextual play, with Thomas’s presence deliberately challenging the viewer’s assumptions and inviting speculation on the meaning of Welsh musicality intersecting with American distilled tradition—an audacious creative move that deepens recall while remaining on-brand for both Aviation Gin and Maximum Effort’s hallmark tactics. The campaign’s narrative framework is less product feature and more myth-making, inviting its audience into an unfolding story and establishing connective anticipation without the crutch of hard-sell language or overt tasting notes. Positioned against a competitive backdrop where celebrity involvement can feel transactional or perfunctory, The Other Rob confidently signals Aviation American Gin’s appetite for narrative depth and market differentiation through both its casting and cultural wink. The campaign earns 63/100 in Clapboard’s global creative archive. Aviation Gin reasserts the value of wit and narrative risk in a market still governed by tradition, reminding the industry that modern spirits brands achieve memorability not just through product but through the creative alchemy of personality and storytelling.

A Little More Confusing - Burger King | Clapboard Ad Archive — archive collection thumbnail

A Little More Confusing - Burger King | Clapboard Ad Archive

Burger King’s A Little More Confusing, developed by DAVID Madrid and launched across Spain and the United States in the Year 2023, marks the third evolution of the brand’s Confusing Times narrative by turning the imaginative uncertainty of children into a sharp metaphor for the changing landscape of quick-service food. As the brand debuts its comprehensive plant-based menu—from nuggets to the plant-based Whopper Jr.—the campaign chooses not to confront consumer skepticism head-on, but rather mirrors it through a series of childlike questions about everyday oddities, elegantly reframing the bewilderment that can accompany food innovation as a playful curiosity to be embraced. Rather than literal testimonials or product demonstrations, imaginative vignettes anchor the message: children puzzling over why a building is so grand at only two years old, or debating whether a cookie jar remains such when empty, act as stand-ins for adults questioning the authenticity and appeal of plant-based fast food—an approach that sits squarely in Clapboard’s FORMAT#3—Symbolize the Problem taxonomy, employing analogy and relatable situations over explicit exposition. DAVID Madrid’s creative execution for Burger King sidesteps category clichés by avoiding prescriptive persuasion, instead positioning the brand’s plant-based pivot as an extension of wonder and playful experimentation—qualities as fundamental to the Burger King ethos as to the young minds depicted onscreen. In a food and drink category crowded with competitors making fast, sometimes noisy claims about health, value, or heritage, Burger King’s tactic is to de-dramatize its plant-based menu by making confusion a virtue rather than a barrier, inviting audiences—especially families and health-aware consumers—to suspend disbelief and view plant-forward offerings as natural rather than niche. The single film asset’s narrative efficiency, visual wit, and universal accessibility position Burger King as a leader of cultural conversation, signalling that category leadership is not defined only by menu innovation but by the emotional fluency with which that innovation is communicated; Clapboard rates this 63/100. The campaign matters because it demonstrates that reframing familiar uncertainty through the lens of youthful imagination can be a powerful lever for normalizing change in established food brands even as the industry continues its shift toward sustainability.

40 years of deliciousness that's worth remembering - Five Star Chicken | Clapboard Ad Archive — archive collection thumbnail

40 years of deliciousness that's worth remembering - Five Star Chicken | Clapboard Ad Archive

Five Star Chicken marks its fortieth anniversary with 40 Years of Deliciousness That’s Worth Remembering, a campaign from BBDO Asia that places the brand squarely at the intersection of popular culture and culinary nostalgia in Thailand’s competitive food and drink category. Building on previous award-winning efforts, the work leans unapologetically into the territory Clapboard’s taxonomy classifies as FORMAT#12—Parody or Borrowed Format, reimagining iconic film moments through the lens of loyal Five Star consumers and infusing each set piece with the brand’s unmistakable product lineup, from grilled and fried chicken to local favorites like chicken rolls and chicken with fish sauce. Rather than relying on a typical testimonial arc or product-first narrative, the campaign concept turns user participation into appointment viewing, casting everyday fans as leads in cinematic homages—the rippling dinosaur water glass, the unforgettable Spartan kick, zombie panic on a train, and the heart-tugging reunion of sci-fi cinema—each turning point punctuated by the presence of Five Star Chicken, never as set dressing but as a co-star in scenes that have shaped pop culture memory. Within the market, this creative decision achieves two objectives: it leverages deep-seated audience affection for formative films, ensuring immediate recognition and emotional resonance, and positions the brand as both a cultural constant and a provocateur willing to have fun with its own history. Compared to KFC Thailand’s focus on reliable indulgence, Black Canyon’s modern-casual comfort, or Bonchon’s Hallyu-fueled trendiness, Five Star Chicken chooses a lane marked by irreverence, entertainment, and co-authorship with its audience, explicitly aligning its anniversary with decades of shared experience and storytelling. The result is a campaign that does more than celebrate legacy; it asserts relevance, translating four decades of brand loyalty into a contemporary pop-cultural language that speaks to new generations without sacrificing depth or local flavour. By making consumers the heroes of recognisable film worlds, BBDO Asia keeps Five Star Chicken’s message accessible but never generic, transforming the fast-food anniversary campaign archetype into something participatory and fervently local. The campaign earns 63/100 in Clapboard’s global creative archive. Five Star Chicken’s anniversary work signals to category marketers the ongoing value of blending mass cultural reference with authentic consumer casting when the aim is both broad appeal and renewed cultural vitality.