Grand Am GT - Xtreme Speed Motorsports And Tequila Patron Debut New Responsibility Commercial


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STUART, April 5, 2012: Tequila Patrón and Extreme Speed Motorsports teamed up with a legendary television commercial director for an all-new TV advertisement promoting the responsible consumption of alcohol.

The new TV spot that features the premium spirits manufacturer and one of the most popular sports car racing teams in the American Le Mans Series presented by Tequila Patrón will debut on air during the ESPN broadcast of the Tequila Patrón-sponsored ALMS race at the Long Beach Grand Prix.

Tequila Patrón is committed to ensuring the safe, legal and responsible consumption of alcohol. To reinforce that message, Tequila Patrón and Extreme Speed Motorsports tapped the expertise of Radical Media’s Jeff Zwart (pictured right) to develop a new responsible consumption ad to coincide with the launch of 2012 American Le Mans Series presented by Tequila Patrón racing season.

The commercial features three Extreme Speed Motorsports drivers and two Tequila Patrón-sponsored Ferraris preventing a man and woman from driving after celebrating at a nightclub. ESM driver/owner Scott Sharp along with Tequila Patrón President/CEO and racecar driver Ed Brown raced Ferrari Italia 458s in the commercial, while teammate Guy Cosmo can be spotted in a cameo role as the doorman of the dance club.

“The purpose of the commercial is to encourage the responsible consumption of alcohol,” says Matt Carroll, Chief Marketing Officer at Patrón Spirits International. “We wanted the responsibility ad to grab the viewers’ attention, and by having the ESM team, Scott and the Ferraris in the commercial, we’re able to present sensible consumption of Tequila Patrón, and beverage alcohol in general, alongside the cool factor of the Ferrari race cars. We’re really pleased with the final piece and we’re looking forward to seeing the commercial air on television, especially during the ALMS broadcasts.”

The TV spot was filmed on location in downtown Miami in January 2012. Some of Zwart’s past work includes the Porsche “Family Tree” and the Corvette “We Still Build Rockets” television commercials. Known as a high-action specialist in the commercial world, Zwart grew up with a motorsports background. He has also competed in several ALMS races and is a multiple winner and record holder of the Pikes Peak International Hillclimb.

“I direct television commercials all over the world and have always been involved in motorsports,” said Zwart. “I ended up specializing in a world that I am very much committed to and love, so this project with ESM and Patrón was great for me because I could translate the racing world into the visual world, and of course focus on the important message to drink responsibly.”

“To get the opportunity to run the cars around in the city streets and create a racing situation on everyday streets in downtown Miami at night, that was a really fun project,” Zwart continued. “It was pretty awesome to hear the Ferraris running through the streets and work the choreography with Ed and Scott in the end scene to finish off the commercial.”

Zwart was very pleased with the final piece and looks forward to seeing it air during ALMS race broadcasts.

“It was fun, but the end result serves a greater purpose – to remind people not to drink and drive. That’s what’s important about this.”

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