Matthew McConaughey and Camila McConaughey have stripped away convention with their new tequila brand, Pantalones Organic Tequila. The couple chose to make a bold statement with the brand’s launch by unveiling it in a playful video where they are notably pantsless.

The video opens with the duo riding motorcycles through an agave field, setting the tone for their unconventional tequila venture. Matthew McConaughey questions, “When did tequila stop being tequila?” Camila echoes the sentiment, adding, “Where’s the fun?”

While both sport matching aviator sunglasses and button-down shirts, they decide to take the term “bare it all” quite literally. In the next shot, the camera blurs out their lower halves to maintain a cheeky level of modesty. Unfazed, they continue their motorcycle journey down a dirt path.

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After raising a toast to their new endeavor, the video playfully obscures their lower bodies once again as they walk away. In jest, they both encourage viewers not to keep their pants on.

In a joint statement, they humorously remarked, “Pantalones Organic Tequila – the best thing we’ve made with our pants on.”

The Pantalones Tequila collection comprises three distinct bottles. The Blanco variant offers “notes of honey and citrus.” The Reposado, aged for nine months, features a fruitier profile with a fresh oak influence. The Añejo, aged for 15 months, boasts flavors of vanilla, butterscotch, and maple.

Matthew McConaughey’s sense of humor, prominently on display in this tequila campaign, is a family trait he values. He credited his family, including his mother, Kay McConaughey, for instilling the importance of humor. Camila shared a humorous anecdote about her early relationship with Matthew, reflecting how Kay used to call her by his ex-girlfriends’ names, hoping to elicit a playful response, which ultimately strengthened their bond.

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In addition, Matthew emphasized the significance of rites of passage and initiation within his family, underscoring the idea that joining the McConaughey family is no small feat. The launch of Pantalones Organic Tequila is a testament to their shared sense of humor and adventurous spirit.