This latest ad campaign from Hornitos tequila wallows in booze-fueled debauchery. First off, the campaign's theme—"Mischieve," a fusion of "mischief" and "achieve"—approximates the slurred speech of someone who's had a few too many. Then, the copy lines invite disaster. "If you're going home one hour late, may as well be three" sounds like an invitation to throw down some more shots, and "We'll just cuddle" probably isn't the best course of action (or the stopping point) for most folks after doing so. The artwork, reminiscent of horror-film posters, seems to depict lost souls peering out from a stint in rehab. Honestly, they don't look like they're having too much fun. (The photos are apparently candids, taken at some private party in January to which I was not invited.) The overall effect is oddly sobering, like a warning of what could befall "Overmischievers," which probably isn't what the client had in mind.
—Posted by David Gianatasio