Sound of Smoothness

//  08.10.16

Tequila Herradura Ultra is thrilled to announce a new global creative campaign, “Sound of Smoothness”. Featuring mesmerizing visuals paired with upbeat audio, the campaign literally illustrates Ultra’s smooth quality. The campaign’s cymatic approach balances science and art, depicting sound frequencies reverberating through the crystal clear tequila, suspended above a speaker.

The “Sound of Smoothness” campaign:

  • Positions Ultra as the superior choice, especially in the nightlife occasion.
  • Shows a “never before seen” concept, featuring actual Ultra liquid at the heart of the creative.
  • Visualizes the effects of sound frequencies and connects to human emotion.
  • Engages consumers through social media with behind-the-scenes video to show how the campaign came to life.

“We’re excited to launch a campaign that brings Ultra’s ‘beyond smoothness’ character to life,” said Liz Edwards, Senior Brand Manager, Tequila Herradura. “The new ‘Sound of Smoothness’ campaign reinforces how Ultra is perfect for high-energy and celebratory occasions.”

“Sound of Smoothness,” will roll out across global markets throughout 2016. Launching today, the U.S. “Sound of Smoothness” campaign comes to life through a number of elements including:

  • Video and music steaming services including Hulu and Spotify
  • Mobile search services such as Foursquare
  • Behind-the-Scenes Video
  • Social Media Engagement through Facebook

Tequila Herradura Ultra relied on the creative minds from Agency of Record GREY Canada to develop and produce the campaign. MassiveMusic, a global company that produces and composes custom music, collaborated with Tequila Herradura Ultra to create the custom track, “Sound of Smoothness”.

“Ultra is a Tequila for people who love the night life. Music, rhythm, light, excitement,” said Joel Arbez, Executive Creative Director at GREY Canada. “So what we wanted to do was bring that whole vibe together with the product itself, and cymatics was the perfect way to do it.”

Check out behind the scenes footage here.

Campaign Title: Sound of Smoothness
Client: Tequila Herradura Ultra

Agency: Grey Canada
Chief Creative Officer: Patrick Scissons
Executive Creative Director: Joel Arbez
Creative Director: Mark Mason
Art Director: Logan Gabel
Writer: Graeme Campbell
Vice-President Content & CRM: Karen Lee
Account Director: Laura Rovinescu
Producer: Erica Metcalfe

Production Company: CommonGood
Directors: Common Good
Executive Producer: Stefani Kouverianos, Dwight Phipps
Line Producer: Carina Mak
Director of Photography: Kris Belchevski

Editorial: Common Good
Executive Producer: Stefani Kouverianos, Dwight Phipps
Editor: Red Barbaza

Post Production: Alter Ego
Executive Producer: Cheyenne Bloomfield
Colourist: Wade Odlum
Online: Eric Perrella

Music and Sound Design: MassiveMusic
Executive Producer: Keith Haluska
Creative Director: Elijah Torn

About Tequila Herradura
Tequila Herradura is an ultra-premium 100% agave tequila crafted by Casa Herradura in Amatitán, Jalisco, the last true Tequila-producing hacienda on the planet and one of Mexico’s most historic and renowned Tequila producers. Since 1870, Casa Herradura has been hand-harvesting and estate bottling 100% agave Tequila using only the most mature blue agave and artisanal methods, such as slow cooking the agave in traditional clay ovens and using natural fermentation. Tequila Herradura is distilled twice and aged to perfection in American white oak barrels. Herradura Silver, Reposado, Añejo, and Selección Suprema Extra Añejo are available throughout the U.S., Mexico, and more than 80 other countries around the world. For more information about Tequila Herradura, visit or connect with Tequila Herradura on Facebook, Instagram and Twitter.

About Tequila Herradura Ultra
Tequila Herradura Ultra is the marriage of Tequila Herradura Añejo and Extra Añejo barrels with a crystal clear finish and a hint of agave nectar that delivers a ‘beyond smoothness’ taste. Ultra is available at an SRP of $59.99 in select U.S. markets.

About GREY Canada
GREY Canada is an office of GREY, the advertising network of GREY Group. GREY Group ranks among the largest global communications companies. Its parent company is WPP (NASDAQ:WPPGY). Under the banner of “Famously Effective Since 1917,” the agency serves a roster of blue-chip clients of many of the world’s best-known companies including Post Foods, GSK, Volvo, P&G and Brown-Forman as well as working with leading not-for-profits including Moms Demand Action for Gun Sense and Ovarian Cancer Canada. GREY Canada was a 9 Lion winner at Cannes last summer, took home the CASSIES Grand Prix award for advertising effectiveness last year for the second time in three years and just recently won the North American Grand EFFIE for effectiveness in advertising.

Global Campaign