Jose Cuervo’s Tradicional Cristalino is their new premium tequila. Because of how it’s processed, it’s very smooth. But it’s still Cuervo, so it still has that “wow what a crazy night” edge to it. They wanted a campaign that would bring those qualities to life, and we said “what if it’s SO smooth, it makes the entire bar frictionless?” And they said “SOLD!” And now this exists: