Jose Cuervo, the tequila company, launched a Day of the Dead documentary covering the holiday in the town of Lake Pátzcuaro. The company stated that it will partner with Mexican filmmakers each year to highlight the holiday in different regions of the country.
The first documentary is five minutes in length and it was created by Mónica Álvarez and Paola Villaneuva. The documentary focuses on four individual stories about preparations for the Día De Muertos holiday. The company made the documentary available on its website, as well as on YouTube.
With Day of the Dead documentary, Jose Cuervo is highlighting the cultural importance of the holiday in an authentic way. Additionally, using the documentary medium could engage consumers in a different way than conventional advertising.
Image Credit: Jose Cuervo