PATRÓN Tequila announced the powerful “Simple Yet Perfect” campaign which is inspired by the handcrafted PATRÓN process that utilizes only natural ingredients through a traditional production method to create the finest tequila in the world. This campaign features three unique voices of award-winning singer-songwriter Jessie Reyez, Grammy-nominated Amber Mark and genre-bending singer-songwriter and multi-instrumentalist Fousheé, singing a ‘simple yet perfect’ a cappella version of the ballad, “Gracias a la Vida.”
“Gracias a la Vida” is one of the most beloved Latin American songs in history, which like PATRÓN celebrates the beauty and perfection of simplicity. It is a grateful tribute to all that life gives us, including elements of nature and the senses we have to enjoy them.
The first time I heard ‘Gracias a la Vida’ I knew right away it was a very special song. The lyrics are filled with present moment gratitude and love. The world needs more of that these days. I’m honored to bring it to life today with PATRÓN Tequila, a brand I respect for how they honor tradition, Latino heritage and passion. – Jessie Reyez
PATRÓN tapped Grammy-winning producer-composer Andres Levin, founder of the Grammy-nominated Afro-Cuban band Yerba Buena, and his company, Tribe Caribe to create a memorable rendition of the song. Levin’s use of a cappella for the campaign is a nod to the PATRÓN rejection of unnecessary processing that would distract from the quality of the ingredients that go into crafting its tequila.
PATRÓN Tequila is passionately handcrafted by our familia at Hacienda PATRÓN – bold innovators committed to artfully combining a few, natural ingredients to create the world’s number one tequila. With this campaign, the powerful voices of these three talented artists mirror the story of our artisanal tequila-making process, preserving the beautiful, rich character of our ingredients, while delivering perfection in every drop. – Kathy Parker, President and Global Chief Marketing Officer, PATRÓN Tequila
The “Simple Yet Perfect” campaign is revealed in a music video created by MullenLowe LA featuring the three artists set against a backdrop of the natural elements that make PATRÓN tequila extraordinary – from water to 100% Blue Weber agave to the volcanic stone of the tahona wheel uniquely used in the making of PATRÓN Tequila.