Tequila brand Tres Agaves has a great USP -- it's actually produced in Mexico's Tequila Valley (even if the company itself is based in the Bay Area.) That provides the starting point for a new campaign for the brand from Butler, Shine, Stern & Partners (BSSP) highlighting its authenticity by taking the viewer into the valley for a glimpse at its folklore and personalities.

The spots feature real people, rather than actors, and were filmed on location in the Tequila Valley -- the subjects of the first three ads are the local dormant volcano (seen here), an ageing local beauty queen and two enigmatic friends on a camping trip.

"When we traveled to the Tequila Valley, we found a magical place that had its own folklore and traditions that we realized provided the heartbeat for the Tres Agaves brand," said Keith Cartwright, executive creative director at BSSP in a statement. "In the spirit of Champagne in France, 'Tequila Made in Tequila' gives authenticity and relevance to the brand that now no one else can claim."

In addition to the ads thesmelves, BSSP has also created a live feed for social media, dubbed "Tres TV." With the feel of a local cable access program, Tres TV brings the town of Tequila to viewers by streaming footage from the agave fields, the town square and a Tequila tasting room. Clips from the program will be shared through social channels that drive viewers to the Tres TV hub on www.TresAgaves.com.

"As a challenger brand, this campaign lets us tell intriguing stories and imbue Tres Agaves with a distinctive personality while establishing it as an artisanal brand made in the Tequila Valley," added Jay Turner, marketing director, spirits at Trinchero Family Estates, the sales/marketing partner of the Tres Agaves brand, in the statement. "The full impact of this campaign is to bring the experience of Tequila's charismatic town, colorful people and authentic spirit directly to the consumer."