Lobos 1707 investor – and professional basketball player – LeBron James will feature in an advert for the reposado expression of the tequila and mezcal company’s namesake spirits brand.
The spot, in which actor & singer Victoria Justice also appears, will run on the tequila’s social media channels as well as on the Hulu and Peacock streaming services. In the ad (below), James’ character orders a serve comprising two parts Lobos 1707 reposado with one part Elote corn liqueur and a lime slice.
“We approached this campaign with the intention of creating something entertaining, but also culturally relevant,” said founder & chief creative officer Diego Osorio. “We wanted the video to reflect the sophistication and premium quality of our brand, but without taking ourselves too seriously,”
As well as James, who plays for the Los Angeles Lakers and won a gold medal at the Olympic Games in Paris this month, other investors in Lobos 1707 include basketball players Draymond Green, Fred VanVleet and Zach LaVIne, as well as Arnold Schwarzenegger. Speaking to Global Drinks Intel earlier this year, Osorio distanced the brand from those who lean heavily into celebrity endorsements.
“We don’t consider ourselves a celebrity brand because our celebrities are all investors,” he said.
