Exclusive: Lobos 1707 wants tequila drinkers to unleash their inner wolf [Video]

Lobos 1707, a tequila and mezcal brand backed by basketball superstar LeBron James, is inviting fans to its Center for Human Un-Domestication, a retreat helping visitors unleash their “inner wolf.”

The fictional Center for Human Un-Domestication is part of Lobos 1707’s UnDomesticate national campaign, which launched today in partnership with Hudson Rouge. It will come to life when Lobos 1707 offers an “intimate,” VIP-only Center for Human Un-Domestication club activation at Art Basel Miami in December.

“We’re creating a world where it’s OK to be spontaneous and instinctive,” Joanna Darst, Lobos 1707’s VP of consumer and digital marketing, told Campaign US. “And we’ve created that in a remarkable way from a creative standpoint.”

UnDomesticate’s 30-second spot features a wolf whisperer, who sits beside a wolf in the Center for Human Un-Domestication. She asks the audience: “Have we become a little overdomesticated? Denied ourselves the simple, primal pleasures of life?” while …