Matthew and Camila McConaughey launch Pantalones, a new tequila, by taking theirs off

Who wears the pants in the McConaughey family? Apparently no one.

Matthew and Camila McConaughey have unveiled their first Pantalones tequila commercial—pants not included. The 30-second spot, created by agency Maximum Effort, bemoans the lack of fun in the tequila business these days, which is quickly remedied as Matthew and Camila are seen riding motorcycles sans trousers.

Fernando Guisa directed the spot, with production by The Lift.

“The world doesn’t need another celebrity tequila, but tequila sure could use a kick in the pants. Pantalones Organic Tequila is the best thing we’ve made with our pants on,” the couple said in a statement. 

The Pantalones Tequila portfolio, crafted with organic blue weber agave, comes in three varieties—Blanco, with notes of honey and citrus; Reposado, aged nine months with hints of sweet fruit and fresh oak; and Añejo, aged 15 months with notes of vanilla, butterscotch and maple.

Ad Age spoke with Matthew McConaughey this summer on the subject of AI, on the occasion of his new Salesforce commercial.

“So many businesses are just sprinting forward with the idea of AI being about ‘How do we profit, profit, profit,’” he said. “Well, profitable AI without trusted AI is going to be a short-term game with a future death sentence.”