1800 Tequila begun a new advertising campaign in the US earlier his month and they’ve got their sights set on Patrón! The man behind the assault, Michael Imperioli from ‘The Sopranos’.

Proximo Spirits, owner of the 1800 Tequila brand, have chosen Imperioli to help boost their image and visibility amongst tequila fans that would normally sip Patrón . The $15 million campaign consists of TV, print, online and outdoor ads. Most notable are the two 15 second ads that have been released which both take tough, but humorous, jabs at the Patrón brand. 1800 Tequila, formerly Cuervo 1800, is cleary looking for an identity separate from its Jose Cuervo roots.


The campaign aims convince consumers to trade down from the pricier ultra-premium Patron brand. The actor/director says in one ad, "What happened to tequila? These days it's all velvet ropes and posture. I don't know about you, but when I drink it, I really like to kick back and be myself." He then kicks a bottle of Patron off of a table and says sarcastically, "Oops."

Patron tequila has seen an increase in press coverage over the last few years with it even being featured on high ranking shows such as Oprah Winfrey.

This is the first time 1800 has appeared on TV. Earlier this year it became the first spirits brand to sponsor the Los Angeles Lakers.The investment in this new effort is significantly higher than last year when spending behind 1800 Tequila was only $3.3 million.