Veteran rock journalist Bill Holdship has seen it all. But the former editor of CREEM, BAM, HITS and Daily Variety seems genuinely shocked by the latest ad from Jose Cuervo, in which the tequila brand — claiming to be the force that "fueled" the Rolling Stones 1972 U.S. tour — re-creates the band's famously debauched plane, the Lapping Tongue.
"That is a ridiculous ad," he said, and it gets worse from there.
"First of all, why are they using a song from 1978 if it's supposed to be the '72 tour?" he asked, repeating an oft-repeated complaint about "Miss You," the Stones' track that accompanies the ad.
"And it's all wrong. They should have had Truman Capote and Lee Radziwill and Peter Beard and Andy Warhol, etc. on that plane. Not a ‘Maharishi.’ The latter was the Beatles and the Beach Boys," he continued. "NOT the Rolling Stones."
Overall, reaction to the ad so far has been mixed, with some praising the breezy, fashionista vibe and others lamenting the noticeable lack of grit. Holdship, not surprisingly, sided with the latter camp. "From what I understand that tour and the '75 one were the heights of decadence," Holdship said. "It's when the 'elegantly wasted' term came about, I believe. That commercial reflects NONE of that. Elegance, perhaps. But not the down-'n'-dirty aspects of the whole affair."
"If the Stones approved this, it's one of the most whore-ish moves yet," he added. "And when it comes to the history of the Stones, especially the last two decades, that's saying something."