Kendall Jenner appears to be wandering through a garden without clothes in a new 818 Tequila commercial. The 31-year-old model stars in Nothing Extra, which saves its explanation for the closing seconds.
The company launched the campaign on November 9th, describing it as its largest advertising effort since Jenner founded the brand in 2021.
Filming took place at Flamingo Estate in Los Angeles, with a setting inspired by the Garden of Eden. The commercial accompanies campaign photographs shot by Sophie Sahara.
The launch includes information about changes to the tequila’s production and laboratory testing published on the company’s website. That material explains which bottles fall under the new advertising claims.
The Final Shot Reveals Jenner’s Dress
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Jenner picks pomegranates, carries a basket of flowers and pours tequila over ice as she moves around the gardens. Plants and carefully positioned props conceal her outfit, leaving her shoulders and legs visible.
A narrator suggests that some things are better closer to their natural state, while product shots connect the garden imagery to the drink.
Jenner eventually steps into view wearing a light, off-the-shoulder LPA dress, as Page Six identified. “Not naked at all,” she says, before delivering the punchline: “It’s the tequila. The tequila’s naked.”
Jenner Wanted Viewers to Look Twice
“With this campaign, we wanted to do something unexpected that would make people look twice,” Jenner said in the announcement distributed by PR Newswire. She explained that the creative idea was intended to bring attention back to the product.
Jenner told ELLE that an earlier version leaned more heavily on comedy. After considering it, she asked the team to soften the humor and create something more airy and rooted in nature, balancing the joke with her desire for the brand to be taken seriously.
The film was directed by Max Bartick, created with agency Nice + Frank and produced by OBB Bolded, according to Little Black Book.
818 Explains Its Formula Changes and Testing
818 Tequila says its current Blanco, Reposado and Añejo use blue agave, water and yeast, without added sweeteners, flavors, coloring or artificial ingredients to alter the spirit’s flavor, aroma, color or structure. The revised formula began reaching U.S. shelves in 2025.
The company’s FAQ acknowledges that its original tequila used small amounts of abocantes, mellowing agents for color and mouthfeel, which it says complied with industry regulator CRT’s guidelines. The current production claims begin with Blanco lot 48, Reposado lot 47 and Añejo lot 24, identifiable from codes on the bottles.
Results attributed to an independent U.S. laboratory and reported October 14th cover only samples from Blanco lot 61 and Reposado lot 50. The listed sugars, sweeteners, vanillin and glycerol were not detected. Both samples contained trace propylene glycol, which 818 says it does not add during production.
Sazerac Partnership Expands 818’s U.S. Reach
Sazerac announced a financial investment in 818 on April 28th, becoming its exclusive U.S. sales and distribution partner. The agreement expanded the brand’s access to the spirits company’s national network.
For the four weeks ending October 3rd, before the campaign launched, 818 cited NielsenIQ data showing its U.S. volume sales grew 77% year over year. The comparable increase for U.S. tequila priced at $24 and above was 6%.
Planned advertising placements include social media, YouTube, connected television, outdoor advertising, shopper-focused media, and delivery and commerce platforms.