Dobel® Tequila and Perry Farrell, the creator of the Lollapalooza Music Festivals and legendary front-man of the rock band Jane’s Addiction, will collaborate on a fresh new sponsorship, advertising and experiential marketing campaign to promote the luxury tequila brand.

A $10-million dollar Television, Print and Digital advertising campaign featuring photographs and video shot by legendary music industry photographer Danny Clinch will kick off in June. The campaign takes audiences to the inaugural Lollapalooza Festival in Sao Paolo, Brazil with Perry Farrell and Dobel Tequila. The high energy campaign, explains Perry Farrell’s outlook on life and his desire to push the limits in everything he does. The spots feature the Jane’s Addiction song, “Underground” and will play across a range of National Cable, lifestyle and luxury magazines as well as trend-setting websites.

The collaboration will feature Dobel Tequila as the Official Tequila of Lollapalooza 2012 in Chicago with unprecedented activation. As an extension to the advertising campaign, consumers will be given the opportunity to enter the Maestro Dobel® Tequila / Lollapalooza Chicago promotion on

“Perry is one of the most creative and inspiring people in the world,” said a Dobel Tequila spokesperson. “With his culture-defining international music festivals, to his on-stage music performances, DJ’ing, design and other collaborations, he embodies the inspirational, entrepreneurial, devil-may-care lifestyle that defines Dobel Tequila.”

“When you’re going to tell your friends about a product, you gotta have belief in it,” said Perry Farrell. “I like drinking Maestro Dobel – It gets me set for creative designery. I savor it at the start and end of every show.”

Maestro Dobel is a Single Estate, 100% Agave tequila. The crystal clear spirit comes packaged in a heavily embossed bottle inspired by vintage laboratory glassware used by the Maestro Tequileros (master distillers) in early part of the last century.

Check out the three commercials below:

Perry Farrell for Dobel Tequila - "Club"

Perry Farrell for Dobel Tequila - "Yearn""

Perry Farrell for Dobel Tequila - "It's Not What You Do"

The Maestro Dobel Tequila advertising campaign was created by Brooklyn–based advertising agency, Dead As We Know It and Marina Del Rey, Calif. – based MILKT Films.