Ad of the Day | Mekanism and 1stAveMachine Set Up Two Robots on a Date For Jose Cuervo

Mar. 30, 2021

A hilarious campaign was created by storytelling production company 1stAveMachine and creative agency Mekanism for Jose Cuervo, the world’s best-selling tequila brand.

Helmed by 1stAveMachine directors Marc Reisbig and Miguel Espada, the campaign, entitled “Date More Human”, visualizes the awkwardness of first dates, especially through dating apps, by capturing an actual conversation between two robots trying to make small talk. It inspires audiences not to date like bots and make human connections with help from Jose Cuervo.

Behind-the-scenes, 1stAveMachine used an AI chatbot to develop the dialogue, which was based upon icebreakers and banter from real-life experiences. 1stAveMachine’s unique collaborative approach brought together Reisbig for his comedic, yet cinematic, storytelling chops and Espada, a professor of AI at the University level with extensive experience with robots and filmmaking. The campaign rolls out across digital and social channels and, via a paid partnership, will get distribution on the Tinder dating app.