Lobos 1707: LeBron James Stars as a Spy in their New Ad Campaign
Lobos 1707 Tequila, the premium spirits brand backed by NBA legend LeBron James, has launched a new ad campaign starring James and actor Victoria Justice.
The “Agent 1707” Campaign
The full “Agent 1707” spot is a 90-second parody of James Bond, featuring James facing down his rival, Justice, in a high-stakes, luxurious game of poker. The ad closes with a nod to James’ basketball career and a business partner, Draymond Green.
The campaign also includes references aimed at basketball fans, with James insisting he works solo before having an emotional reaction to a photo of Green, an NBA rival-turned-friend.
Lobos 1707’s Focus on Entertainment Value
Lobos 1707 is placing a stronger focus on entertainment value in “Agent 1707.” The creative puts a LeBron-flavored twist on James Bond’s signature introduction — “The name’s Bond, James Bond” — and recalls “Casino Royale,” the installment that reignited the globe-trotting spy franchise in 2006.
Along with putting Justice in the antagonist role, “Agent 1707” has a cameo from Lobos 1707 Founder and Chief Creative Officer Diego Osorio, who plays an undercover bartender in cahoots with James. The ad showcases the recipe for a Lobos Elote shot consisting of two parts Lobos 1707 Reposado Tequila, one part elote liqueur, and a garnish of lime.
Lobos 1707 in the Competitive Tequila Market
Lobos 1707 operates in a hyper-competitive premium tequila category where there is an array of celebrity-backed offerings that rely on star power to drive consumer awareness. Competitors include 818 Tequila, Teremana Tequila, and Casamigos.
Lobos 1707 frequently runs ads with recognizable names, but “Agent 1707” represents a bigger bet on narrative-driven, humorous advertising that could help differentiate the product from the pack. The ads will appear on social media and streaming TV and could receive a boost from James’ recent Olympics performance, which helped lead Team USA basketball to its fifth consecutive gold medal.
