El Jimador celebrates National Margarita Day

Grey Canada's first work on Brown Forman's global tequila portfolio gives us something to look forward to this Monday.


El Jimador tequila is imparting some wisdom on the worst day of most office workers’ week in an online campaign to get people excited for National Margarita Day today.

In a series of online videos created by Grey Canada released last week, office workers lament the frustrations that seem to always come on a Monday, before a masked wrestler arrives on the scene to remind them of the joy a margarita might bring them later on to help turn their mood around.

In addition to running as pre-roll on YouTube, the campaign includes a mix of paid and organic elements across Facebook, Twitter and Instagram. Mediavest handled media for the campaign, which is running across Canada and the U.S.

Jimi the Luchador is a character El Jimador launched in 2012, created by St. Louis agency Boxing Clever (which held the account at the time) and used primarily as an ambassador in social media executions, as well in some public events. While those executions played on Jimi’s status as a “jimador” (agave farmer) by day and superstar masked wrestler by night, the new videos put him in a office setting as a way to liven up what might otherwise be another mundane Monday at work.

The campaign marks Grey Canada’s first work as part of a global assignment on Brown Forman’s portfolio of tequila brands. While the agency was awarded the global work for Brown Forman’s Tequila Herradura brand last year, that assignment has since been expanded to include other brands, including El Jimador.