Espolòn Tequila Pours One Out for ‘Fake News’ in Obituary Ad

Styled as a literary calavera, it ran on Día de los Muertos

The ad ran in the New York Times on Nov. 1, which is celebrated in Mexico as Dia de los Muertos, or the Day of the Dead. - Credit by Espolon Tequila
Headshot of Sara Jerde

In celebration of Día de los Muertos, Espolòn Tequila hoped to put an end to “fake news” with an obituary in the New York Times.

Espolòn Tequila wrote a literary calavera—an illustrated poem commonly written on Día de los Muertos—about “fake news” and put the creative illustration in the Times as an obituary ad.

“Citizens hailed journalists, the purveyors of truth, for helping to expose the slippery sleuth,” the poem reads. “Fake news is canceled, it’s lost all its sway. But still be sure to cross-check, okay?”

The illustration, as with the bottle’s own design, was inspired by the work of José Guadalupe Posada whose drawings during the Mexican Revolution became to represent death.

In addition to the stunt, Espolòn Tequila also made a $10,000 donation to the International Consortium of Independent Journalists, a global network that includes more than 220 investigative reporters.

The NYT ad was part of a larger Día de los Muertos campaign from Espolòn Tequila that has also included Miguel and other Latinx pop culture stars.

The company also created an entire magazine, called Death, as part of the campaign, featuring contributions from well-known names including Valentina, star of RuPaul’s Drag Race, and Suzy Exposito, the Latin music editor at Rolling Stone.


@SaraJerde sara.jerde@adweek.com Sara Jerde is publishing editor at Adweek, where she covers traditional and digital publishers’ business models. She also oversees political coverage ahead of the 2020 election.
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