Guillermo del Toro admits he is "a little exhausted." That tracks. He spent roughly seven months promoting his film Frankenstein, from its Venice debut in late August through the end of Academy voting in early March. "We know what it is," he said of awards season, adding a wry laugh.

Seven days and one commercial

Even so, del Toro found time to direct his first live-action commercial. The ad, called The Perfect Pour, was shot during a seven-day window in the middle of the Frankenstein campaign. He says the job had to fit into that tight schedule. The shoot itself was brisk: a few days of prep, two days filming, then done.

Why Patrón?

Del Toro has worked with Patrón before. In 2017 he helped design a citrus-infused tequila bottle, so the partnership was already in place. That early bottle had an altar for the dead motif, which made the move to a Day of the Dead inspired commercial feel natural to him.

The ad, in plain terms

The commercial stars del Toro as himself, directing a scene in the Hacienda Patrón in Jalisco, Mexico. It is built around a single motion control shot and includes two live actors: the bartender and del Toro. He measured and marked the floor for every skeleton in the frame so the timing was exact.

  • Title: The Perfect Pour
  • Location: Hacienda Patrón, Jalisco, Mexico
  • Shot style: Single motion control shot
  • Live actors: Guillermo del Toro and the bartender

Skeletons with personality

Skeletons play a big role in the spot. Del Toro wanted them playful, reflecting Day of the Dead as a festive celebration of life rather than something somber. Designers Guy Davis and Karla Castañeda created skeletons that feel like papier-mâché, with colorful ornaments and distinct personalities. The team tested 25 designs in what del Toro jokingly called an "American Idol" selection process to pick their favorites.

They went beat by beat with actors to decide how each skeleton would behave. It was a surprisingly detailed exercise in character work, except the characters are literal skeletons.

From idea to final cut

From the moment Patrón greenlit the concept to the finished commercial took about four to five months. Del Toro deliberately used the Hacienda instead of building a new set. The production did carefully redesign the bar area, adjusting color schemes and reupholstering chairs with logos to fit the aesthetic.

Not a new career

This is not the start of a new advertising era for del Toro. He says he does not plan to make a steady career out of commercials. His interest in this project was specific: shared creative principles with Patrón and a connection to Jalisco and his roots. "I cannot sell sodas or yogurt," he said, making clear he is choosy about brand partnerships.

How he drinks his tequila

When asked how he likes Patrón, del Toro keeps it simple: "Smooth and with one ice cube." He clarified he prefers one large cube. His favorite bottles are the citrus-infused and the coffee-infused expressions. The citrus version is the small skull bottle he helped design. As for stockpiles, he says he has about 20 left in his basement.

The ad shows del Toro having fun with product and culture in a short, tightly staged piece. It is a compact example of a filmmaker applying his visual sense to advertising without turning into a full-time commercial director.