This image from video released by Sauza shows a fireman holding a bottle of Sauza Tequila for a video directed by Matt Lenski for the "Make it with a Fireman" campaign. The ad, launched

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This image from video released by Sauza shows a fireman holding a bottle of Sauza Tequila for a video directed by Matt Lenski for the "Make it with a Fireman" campaign. The ad, launched in April, reflects a shift in spirits marketing as some producers look beyond traditional male-oriented campaigns. (AP Photo/Sauza) less