Worlds collide in the latest ad creative from 1800 Tequila, which leans on a unique, high-energy soundtrack from Octave Minds featuring Chance the Rapper to highlight the duality of the brand's character: refinement with an edge.
The song, "Tap Dance," beautifully blends the EDM-meets-jazz style of Octave Minds with the raw, rhythmic lyricism of Grammy darling Chance, and when layered over a quick-cutting sequence that juxtaposes two disparate sides of the protagonist's life - one-part pianist, one-part boxer - the track's almost genre-less quality represents an identity that cannot be defined by one trait.
This two-sided story is the hallmark of 1800's latest mantra, "Just Refined Enough." According to the brand, the new positioning aims to break through tired liquor stereotypes and spark a new conversation about the multi-dimensional nature of modern masculinity. However, the essence of the campaign isn't entirely unfamiliar territory for the tequila brand - over the past year, 1800 has explored raw yet refined talent by delving into the world of hip-hop.
Through partnerships with Billboard, 1800 worked with notable hip hop artists such as Rae Sremmurd, Travis Scott, Wale, and Mike WiLL Made-It to shed light on urban lifestyles by tracing the artists' roots. In addition, 1800 fused fine art with street style by launching a fresh gallery exhibition at the heart of Art Basel, showcasing preeminent hip-hop photographers, Cam Kirk, Places + Faces, and Gunner Stahl.
The new "Just Refined Enough" spot builds on 1800's strong relationship with the hip-hop community and further establishes the tequila as the drink of choice for modern boundary-pushers.
Check out the video above to watch "Hands," featuring new music from Octave Minds featuring Chance the Rapper.
This article was created in partnership with 1800 Tequila.