“James. LeBron James.” In Lobos 1707 Tequila’s latest digital campaign, NBA legend “King” LeBron James is “Agent 1707.”
Co-starring actress-singer Victoria Justice, the campaign parodies classic James Bond tropes. It features the dynamic duo facing off in a high-stakes poker game over a bottle of Lobos 1707 Reposado Tequila.
The 90-second spot, directed by Marta Cunningham and developed with Rosewood Creative, showcases James and Justice as rival agents locked in a battle of wits. The film captures the sophisticated yet playful personality of Lobos 1707 Tequila, while paying homage to iconic 007 scenes, such as Sean Connery’s debut in Dr. No and Daniel Craig’s Casino Royale.
In the ad, James displays his suave charm and comedic chops, particularly in a scene where he humorously insists that his limes be “sliced, not squeezed,” a nod to James Bond’s famously specific drink preferences. Justice, playing the femme fatale, delivers equally sharp dialogue, with lines like, “They say a man’s poker face is not his real face, but a face he uses to hide the face that he’s afraid to face.”
REELated:
“We approached this campaign with the intention of creating something entertaining but also culturally relevant,” said Lobos 1707 founder and Chief Creative Officer Diego Osorio, who makes a cameo as the bartender. “Working with LeBron James and Victoria Justice was incredible, and I loved how they truly embodied their characters.”
The campaign invites consumers to “sip like LeBron” all summer long, with a special focus on the Lobos Elote shot featured in the ad. The recipe, designed for at-home bartenders and tequila enthusiasts, combines two parts Lobos 1707 Reposado Tequila with one part Elote Liqueur, garnished with lime.
“Agent 1707” is a fresh take on the classic spy genre, blending humor, style, and a touch of nostalgia to engage audiences and elevate the Lobos 1707 brand. And that’s why it’s our Reel Ad of the Week.
CREDITS:
BRAND: Lobos 1707 Tequila
- Founder and CCO: Diego Osorio
- VP, Consumer and Digital Marketing: Joanna Darst
- VP, Trade Marketing and Strategic Events: Elaine King
- Director, Trade Marketing: Allison Banks
- Sr. Manager, Marketing Creative Operations: Brittany Fox
- Sr. Manager, Social and Culture: Cristina Jerome
- Manager, Marketing Operations: Natalia Pasternak
- On Premise Specialist: Jamie Gordon
AGENCY: Rosewood Creative
- CEO: Amir Mohamadzadeh
- Executive Creative Director: J Smith
- Creative Director: Tobi Hirano
- Art Director: Kennedy Clark
- Brand Director : Emily Walsh
- Associate Director, Project Management: Patty Pankosky
- Group Strategy Director: Natalie Colbert
PRODUCTION COMPANY: mssngpeces
- Producer: Rebecca Morandi
- Director: Marta Cunningham
- Director of Photography: Andrew Strahorn
POST: Wild child
Editors: Aaron Bencid & Richard Cooperman
COLOR: Company3
Colorist: Jaime OBradovich
SOUND MIXING: Brian Battersby & Steven Aguilar
PR: R&CPMK
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Colin Costello is the West Coast Editor of Reel 360. Contact him at colin@reel360.com or follow him on X at @colinthewriter1
