Given the apocalyptic tone of the real news these days, Jose Cuervos new campaign, Tomorrow Is Overrated, could turn out to be positively prescient.

Lets hope not. But its certainly a direct, if tongue-in-cheek, attempt to tap into Americans current fears and need for an occasional release like a shot of no-nonsense liquor, ideally in the context of a madly romantic moment.

The brand describes the creative as seeking to resurrect the original intensity of tequila by celebrating Cuervos historic disregard for anything but celebrating the moment as contrasted with other tequilas focus on refinement and conformity.

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But Kevin Jones, chief creative officer of Cuervos agency of record, Crispin Porter + Bogusky LA, cuts to the chase: This campaign bluntly points out that whatever awaits us tomorrow might not be that great of a reason to miss out the fun you could be having tonight, he says. And with all the uncertainty there is in the world now, this message seems particularly relevant.

The campaigns centerpieces are a two-minute video (below) and a 60-second TV spot adapted from it.

Directed by Ringan Ledwidge known for unnerving films like Gone and Voodoo in My Blood, as well as ads for Nike (Winner Stays) and Planters (Planters Holiday Party) the video depicts a handful of people who are in a bar out West somewhere when an announcement comes over the television: The end of civilization is upon us. Hold your loved ones close.

As a powerful wind (nuclear firestorm?) blows fellow citizens past the bars windows, one handsome, be-jeaned dude puts Elviss Its Now or Never on the juke box and makes like Astaire with the woman nearest him. (Luckily, shes gorgeous, in an unpretentious, cow-gal kinda way.)

Other watering hole denizens are inspired to follow suit and enjoy Cuervo shots relishing the moment even as the roof blows off and the end is nigh.

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Jose Cuervo's Apocalyptic Vision Encourages Hedonism 03/08/2017 - MediaPost Communications