Check it out: El Jimador celebrates with the living

The tequila brand's new digital campaign celebrates the Day of the Dead with stop motion skeletons.


The Halloween fever might die down after midnight but the Day of the Dead celebrations are just beginning, and El Jimador tequila is working on bringing the holiday to life.

Working with Grey Canada, the Brown Forman liquor brand has launched a new digital campaign around the multi-day Mexican celebration, which kicks off tomorrow and is focused on family and friends gathering to remember loved ones who have passed.

The tongue-in-cheek “#WelcomeBack” campaign uses stop motion skeletons to show the camaraderie of the day (but the challenges that those who are no longer with us might face when trying to come back to party).

As tequila and the Day of the Dead both grow in popularity outside of Mexico, there was an opportunity for El Jimador to play a part in the holiday, Grey said in a press release.

Grey worked with Bent Image Lab to create the stop motion animation over several weeks. The campaign will be featured on El Jimador’s social channels, as well as in paid social and online video. Media planning was handled by Mediavest.