"Hecho a Mano"

17 June 2022

90s

Hands-on demonstration.

This gorgeous ad for Espolón Blanco tequila would also work as a hand cream commercial. The narrator recalls his father's scarred hands, "knuckles darkened with dust" after countless hours spent working agave fields teeming with spikes and stubborn leaves. Of course, this is only step one of the process.

The stages of cooking, fermentation, distillation, ageing, and bottling are beautifully rendered, almost daring viewers to reach out and touch each element. However, it's best to leave everything in the hands of professionals for as long as possible.

Judicious close-ups of palms and fingers stress the human effort required to make the advertised spirit. When the narrator asks viewers to "please remember these hands", he speaks for everyone involved in this time-honoured method. The hope is that customers drink respectfully as a result.

Mexico

Tequila