ApoCalypso Not Now-Aye Carumba!

Mexico · Tequila · Corona · Clarity

TrialsWhen Tequila Is Talking

Mexico, Corona, a straw cowboy hat, and the moment the joke about losing brain cells becomes a decision to keep them.

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Ordinary World

The Call

Answer the Call

Foreign Land

Trials

The Elixir

I had been to Mexico so many times that I learned to take life with a grain of salt, a slice of lemon, and a shot of tequila.

You know when tequila is talking: you drink triple, see double, and act single.

It has a very distinctive voice. Sublime is no longer something you choke on after one.

Field Signal

The Joke Has a Limit

Humour opens the door. Clarity decides whether you keep walking through it.

The Asymmetric Equation

Experience + Restraint = Memory Preserved The adventure is more valuable when you can still remember it.

01

Going Native

The Colonel Kurtz Phase

Tequila, a Hecho en México straw cowboy hat, and the mythology of becoming local by costume.

I had gone native in a Colonel Kurtz sort of way, drinking tequila and sporting a Hecho en México straw cowboy hat.

But not this trip.

No more killing precious brain cells. The Mayan calendar and the end of the world would have to wait. It was already tomorrow in Australia.

Hear Tequila's Voice

A Corona in one hand and tequila glasses nearby—some memories apparently need assassins.

02

Liquid Bread

Corona and the Vacation State of Mind

Beer as product, passport, slogan, and portable change of latitude.

You cannot be a real country unless you have a beer and an airline. A football team or nuclear weapons may help, but at the very least you need a beer.

Corona is the gold standard for Latin American lagers. Its position is simple: Mexican beer. Its promise is even simpler: change your latitude.

Vacation. No worries. Relax. Corona's many slogans keep circling the same emotional territory—the feeling that ordinary life has temporarily lost jurisdiction.

Change your latitude, and the attitude usually follows.

Liquid bread, Mexican latitude, and the vacation state of mind.

03

The Trial

Keeping the Adventure, Losing the Damage

The mature version of going native keeps the humour and retires the self-destruction.

Signal 01

The Voice

Tequila speaks loudly, but it rarely has anything new to say.

Signal 02

The Costume

A straw cowboy hat can change the character without changing the consequences.

Signal 03

The Choice

The best version of the story is the one you remain present enough to remember.

The Elixir

Humour + Clarity = A Better Story

Mexico kept the salt, the lemon, the music, the beer, and the cowboy hat. The only thing that had to leave was the idea that damage was required for adventure.