Carmelo Anthony and Ozuna front new 1800 Tequila campaign


NBA all-Star Carmelo Anthony and rapper Ozuna have been signed up for a new campaign for Proximo Spirits brand 1800 Tequila.

The new transformative campaign that celebrates the best taste in tequila and in life for the world’s most awarded tequila brand.

Directed by filmmaker and photographer Ricky Saiz, the campaign features 10-time NBA All-Star and entrepreneur Carmelo Anthony and award-winning global Latin superstar Ozuna, who come together as the brand’s newest tastemakers.

Created by 72andSunny, this is the brand’s first campaign produced by the agency since their appointment as creative agency of 1800 Tequila in 2022.

1800 Tequila campaign

The campaign consists of a collection of cinematic style films directed by visual storyteller Ricky Saiz, who was previously at the helm of music videos for Beyoncé, including Beyoncé: Yoncé and The Carters: Apeshit.

Each campaign storyline centres around the brand’s ultra-premium expression, 1800 Cristalino, as the catalyst that transforms everyday moments into tasteful next-level experiences across music, sports and art.


The first spot takes place in a barber shop starring global Latin superstar Ozuna. He patiently waits in a styling chair as his hairdresser pours him a glass of 1800 Cristalino.

Capturing the attention of everyone in the salon, Ozuna spins around in his chair with a glass of 1800 Cristalino in hand and a grin on his face.

The shop ambience immediately levels up to a party with customers and hairdressers raising a glass to celebrate the best in taste.

Courtside 1800 

The second spot stars 10-time NBA All-Star and entrepreneur Carmelo Anthony, sitting courtside and enjoying a basketball game.

Anthony nods to the sideline waiter for a neat serving of the brand’s ultra-premium expression, 1800 Cristalino. The eye-catching crystal bottle draws in the attention of the arena.

As Anthony reaches for a glass, his team makes the winning shot into a crystallised basketball hoop. He commemorates the victorious moment with a toast with friends around him.

“As the most awarded tequila in the world, 1800 Tequila is passionate about representing the best taste in tequila and in life,” said Lander Otegui, Senior Vice President of Marketing at Proximo Spirits.

“Tequila is the fastest growing spirits category in the U.S., and as the leader in super premium sales, we know our consumers are choosing 1800 because of our liquid superiority and our passion for meaningful collaboration with a range of cultural tastemakers.

“We toast to 72andSunny, our new creative agency of record, our collaborators Carmelo Anthony and Ozuna, and Ricky Saiz, our campaign director, for elevating the 1800 Cristalino experience for drinkers.”

To physically showcase how 1800 Tequila transforms everyday moments to next-level experiences in culture, the brand created a pop-up and online “1800 Taste Tiendita” celebrating the heritage and creativity of Mexican and Mexican American emerging artists with an array of 1800-inspired custom items.

These items were sold at the 1800 Taste Tiendita pop-up on May 3 in Los Angeles and are now available for consumer purchase for a limited time on

The new 1800 Tequila “Taste is Everything” campaign series first air 3 May and is displayed across TV, digital, social, out-of-home advertisements, and in-store.