This is a print ad I wrote for Hornitos Tequila that ran in TIME Magazine’s People of the Year 2020 edition. There’s no guarantee that anyone (outside of my mother-in-law) gave it more than a cursory glance, but something pretty cool about seeing tangible words inked in a magazine in today’s world.

The Tequila space is fascinating. The average consumer has no concept of what “good” tastes like and celebrity faces are more prominent on most bottles than ingredients. Hornitos is a brand defined by the people who drink it and their mentality. We call them the “shot takers,” people willing to fight tooth and nail for a chance to fight tooth and nail.

Andy Ruiz Jr. was a natural pick for Hornitos Shot Taker of the Year. He had to fight his way onto the card for a fight in which he was given 25 to 1 odds. He took his shot and now he’s the first heavyweight champion of Mexican descent.