Las Vegas Strat Transforms into Giant Tequila Bottle for Super Bowl

On Thursday night, the Strat joined the bandwagon of Las Vegas casino resorts transforming their facades into lucrative product ads to gain exposure from media outlets covering the Super Bowl.

And why not? After all, the Luxor is a giant Dorito. The Mirage volcano, already on its last legs, is now a snowy commercial for the Paramount+ streaming service. And New York-New York’s faux Brooklyn Bridge was just transformed into the “Cheetos Wedding Chapel,” where couples can get married by a hologram of Chester Cheetah, the mascot for the Frito-Lay brand.

Since the shamelessness is already a joke at this point, why not make the Strat a giant commercial, too? Maybe for a Montblanc fountain pen? A Ginsu knife? A Vera Wang crystal leaf flower vase?

A bottle of Don Julio 1942 tequila is an excellent choice, too. Created by Las Vegas-based Outdoor Ad Solutions, the campaign projects the image of the $200 bottle downward from the Strat’s observation tower. The projection puts out 2 million lumens, the equivalent of about 1,200, 100-watt incandescent light bulbs.

The lights will be turned out on the stunt after Sunday night.

The Strat applied a positive spin to the situation by tweeting a video of the 10-second countdown to its transformation on Friday.

“In a landscape saturated with conventional advertisements during one of the most-watched annual sporting events in the world, Tequila Don Julio is rewriting the rules with a first-of-its-kind stunt leveraging cutting-edge projection technology while leaning into the iconicity of the hosting city to ensure that fans both near and far, whether walking the streets of the Las Vegas Strip or celebrating at-home are reminded to do so with Tequila Don Julio 1942,” read a statement from Christina Choi, senior vice president of Don Julio’s parent company.

At least the Strat didn’t go with a giant sexual massage device.