The Chaos, the Dream, and the Tequila Behind the Most Unexpected Music Video of the Summer
Some projects start with a strategy.
This one started with a bottle of G4, a group of friends, and a chorus sung half-jokingly in someone’s backyard.
Jeff Hodges, a man in his 60s who could out-party most 20-year-olds, was sipping tequila with The Henchmen—three younger guys who’ve become his close friends. They were playing cornhole, laughing, and at some point started riffing on a hook: “Sippin’ on some G4…”
They recorded it.
Each of them dropped a verse.
Jeff produced it himself.
And instead of trying to make it go viral on TikTok, they reached out to the actual brand. They looked up who to talk to and ended up on the phone with Shawn Miller. Jeff didn’t ask for anything—just wanted to know if they could use the name. Instead, he got a proposition:
“What if we make a real music video?”
Fast-forward a few weeks later, we landed in Turks and Caicos.
And everything exploded.
The island was paradise, but nothing about the production felt calm.
It was chaos from day one. The kind of chaos that shouldn’t work—but somehow does. Beautiful, erratic, frustrating, hilarious. A total vortex of energy. The kind of thing you can’t manufacture, you can only follow.
I had never met Jeff or the Henchmen before this shoot. I didn’t fully understand the project either, not until I was standing at the shore with Connor, our DOP, watching something unreal unfold on the drone’s monitor.
Jeff and the crew were flying across water in a jet car—yes, a floating, Barbie-pink car going full speed across water so blue it looked like a massive pool, drenched in sunlight, shouting, laughing, getting tequila all over themselves.
And I thought:
“If someone told me they had a dream like this, I’d roll my eyes. But it’s happening. This is real.”
That moment captured the whole thing.
There was a script. And we followed it, mostly. But the real film came alive through something else: letting go.
Jeff is not your typical brand ambassador. He’s not polished. He doesn’t speak in marketing lines. He doesn’t care if it’s “on message.” But that’s exactly why this works.
He’s a bridge between generations. A guy who grew up partying with tequila, now hanging out with people half his age—not trying to be cool, just being honest. And in doing that, he created a space where everyone could relax, laugh, and be a little bit ridiculous.
That’s the core of this video:
a celebration of fun in a world that’s grown far too careful.
Of silliness in a time obsessed with optimization.
Of a tequila that isn’t afraid to enjoy itself.
G4 has always stood for quality, tradition, and transparency.
This time, we’re showing something different: the joy behind it. The part of tequila culture that doesn’t make it onto tasting notes or bottle labels. The part that lives in laughter, in dancing, in letting go.
And yes, the song is catchy.
It’s fun, it’s loose, it’s absurd.
And that’s exactly the point.
The video drops July 11.
The campaign starts the week before.
Come watch something that isn’t pretending to be anything.
Something that might remind you of what fun used to feel like—
and why tequila was always part of it.
This article was structured with the assistance of artificial intelligence (ChatGPT). All content is based on human input and editorial oversight. For more details on how PKGD integrates AI responsibly, please refer to our AI Policy.
4 Responses
Can’t wait to see it !!! G-4 one of my all time favorite tequilas such an exceptional brand
Who is this Jeff Hodges guy and how to I get to feel his effect?
This slop article couldn’t be written without the assistance of AI? Was Juan Pablo even capable of writing before the advent of artificial intelligence?
We are a small but growing agency, and every piece we publish comes from our own research, ideas, and hard work.
English is not my native language, so I use AI tools to polish grammar and clarity. We disclose it because we believe in transparency.
That doesn’t make the content less thoughtful or valuable, it simply helps me communicate it better.
Thanks for reading and taking the time to comment.
Juan Pablo