Patrón Tequila is underlining that the product is handmade by artisans in Mexico, in a beautifully filmed TV spot that features a soundtrack made out of real artisans clapping their hands.

The ad, by MullenLowe Los Angeles, was shot at Hacienda Patrón in the Highlands of Jalisco, Mexico and features a group of Patrón Tequila artisans – a jimador, tahona miller, fermenters, distillers and bottlers – all clapping in rhythm to make the music.

Patrón partnered with talented Mexico-based designer Sandra Weil, who dressed each tequila artisan in hand-cut, hand-sewn garments, and enlisted Grammy Award-winning Andrés Levin to produce the film's sounds and music (see more in the behind-the-scenes video below).The director is Airton "Tino" Carmignani and the production company was Loveboat. The campaign extends into print, social and out-of-home.