Seems you can't throw a rock these days without hitting a celebrity-backed adult beverage, whether it's Justin Timberlake's new premium tequila, saxophonist Dave Koz's Whole Foods-produced wine or P. Diddy's upscale Ciroc vodka. Now, former Sopranos star Michael Imperioli gets into the game with an endorsement of 1800 Tequila. The $15 million campaign, from boutique shop Agent 16 in New York, will include the brand's first TV spots on channels like Comedy Central and ESPN, as well as outdoor, print and online ads. The sharp-dressed Imperioli, who hasn't left his Christopher Moltisanti persona far behind, takes a couple of wise-guy jabs at competitor Patron as a poseur brand and tells us to "change the game" by drinking 1800. Or else, we swim with the fishes. That last part's just implied. Bottoms up!
—Posted by T.L. Stanley