1stAveMachine | Jose Cuervo “Date More Human”


Storytelling production company 1stAveMachine has partnered with creative agency Mekanism to bring to life a hilarious campaign 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.


Campaign Name: Jose Cuervo “Date More Human”

Client: Proximo Spirits; Jose Cuervo

Chief Marketing Officer: Lander Otegui
Group Brand Director: Felix Palau
Brand Director: Alex Conison

Creative Agency: Mekanism

Executive Creative Director: David Horowitz
Sr. Copywriter: Sharath Verghese
Sr. Art Director: Brad Kranjec
Director of Production and Business Affairs: Kati Haberstock
Executive Producer: Felix Messina
Senior Business Affairs Manager: Kourtney Luster
Managing Director: Tor Edwards
Group Brand Director: Jonica Reed
Brand Director: Brad Ure
Chief Strategy Officer, East: Ambika Pai
Strategy Director: Asher Stamell
Communications Strategy Director: Rachelle Avila
Project Director: Sean Gilleylen

Production Company: 1stAveMachine

Directors: Marc Reisbig & Miguel Espada
Partner/Executive Producer: Sam Penfield
Executive Producer: Peter Repplier
Executive Producer: Kerry Smart
Producer: Christabelle Stone
Director of Photography: Jordan Buck

From the creator:

A friendly reminder from Jose Cuervo to keep your dating app DMs interesting. You're not a bot. Don't date like one.