Yuk. But what does it say about the tequila? Why should I care if it's made by hand? Surely there's a great brief in there that didn't rely on a rather repulsive visual metaphor for a solution?

What do you expect from a product that one of its major claims to fame is having a worm inside - which you are expected to eat???

That's mescal con gusano, not Tequila.

I know that tequila is considered a mescal ('cause it comes from the agave plant as well), and I'm pretty sure that someone somewhere brought tequila to a party (that I was at), complete with worm. Probably only one brand of Tequila, and it probably didn't catch on as much as eating the worm from your Mescal.

I think tequila is a particular type of mescal from a particular area, or made with a particular agave. Anyway, that stuff they are advertising looks good. Too classy, in fact, for such a gimmicky ad.

The worm is a marketing invention. Kinda. See the straight dope:

First let's get a few things straight. There's no worm in tequila, or at least there isn't supposed to be. Purists (hah!) say the worm belongs only in a related product, mescal. Strictly speaking, mescal is a generic term meaning any distillate of the many species of agave (or maguey) plant, tequila included. Today, however, mescal is popularly understood to mean a product bottled in the region around the city of Oaxaca. For years this stuff was basically home-brewed firewater consumed by the locals, but in 1950, Mexico City entrepreneur Jacobo Lozano Paez hit on the idea of putting a worm in each bottle as a marketing gimmick. Stroke of genius, eh? I don't get it either, but that's what separates us from the visionaries.

Well, I fell for it. Once only.

I, uh, hope they washed their hands before making that tequila.