Lobos 1707 Tequila, a spirits brand backed by NBA icon LeBron James, recently launched a new ad campaign titled “Agent 1707” featuring James and actor Victoria Justice. The campaign takes a playful approach, parodying James Bond as James faces off against Justice in a luxurious game of poker. The 90-second spot includes nods to James’ basketball career and his business partnership with Lobos 1707.
The creative direction of “Agent 1707” focuses on entertainment value, drawing inspiration from James Bond films and incorporating elements that appeal to basketball fans. The ad features references to James’ NBA rival-turned-friend Draymond Green, who is also an investor in Lobos 1707. Additionally, the campaign showcases the recipe for a Lobos Elote shot, highlighting the brand’s premium tequila offerings.
Diego Osorio, Founder and Chief Creative Officer of Lobos 1707, makes a cameo in the ad as an undercover bartender working alongside James. Osorio emphasized the importance of creating a campaign that is both entertaining and culturally relevant, reflecting the sophistication and quality of the brand while maintaining a sense of humor.
In the competitive landscape of celebrity-backed tequila brands, Lobos 1707 faces stiff competition from the likes of 818 Tequila, Teremana Tequila, and Casamigos. By leveraging the star power of LeBron James and incorporating narrative-driven, humorous advertising like “Agent 1707,” Lobos 1707 aims to differentiate itself in the market and capture consumer attention.
The ad campaign is set to run on social media and streaming TV platforms like Hulu and Peacock, reaching a wide audience of potential consumers. With James’ recent success at the Olympics, where he helped lead Team USA basketball to a gold medal, the campaign could receive a boost in visibility and engagement.
Overall, “Agent 1707” represents a strategic move for Lobos 1707 to elevate its brand presence and connect with consumers through engaging storytelling and celebrity partnerships. As the tequila brand continues to innovate and expand its reach, it will be interesting to see how the campaign resonates with audiences and contributes to the brand’s growth in the competitive spirits market.