Taste tests have been used in advertising for decades. But never with wit and genuine suspense like this one by agency, Mekanism for Jose Cuervo.

The tequila brand isthe official tequila sponsor of the Ultimate Fighting Championship (UFC), so its Cuervo Challenge taste test for critics of the brand has a booby prize for those who can’t identify it – going a round with UFC interim heavyweight champion Tom Aspinall.

Mekanism and Jose Cuervo rounded up Cuervo’s harshest critics includingBen, a bartender with strong opinions, Brian, a contractor with a penchant for bluntness and Jackson, a filmmaker with a flair for the dramatic. They’d described the tequila as tasting “bad – like ass” and  “like barbecue sauce mixed with gasoline”. Their test was to identify the bad-tasting tequila in a group of five.

You’ ve probably guessed that they couldn’t identify the Jose Cuervo. It’s an ad. But unlike most of its kind, the suspense only grew from there. They were fitted out to fight Aspinall while being questioned about the ability to survive…no spoiler alert except to say that the ending is hilarious.

The film was directed by Sam Cadman, who also directed Liquid death’s not for the squeamish taste test for Liquid Death two years ago:

The super-strong and foolhardy can sign up at http://www.cuervo.com/CuervoChallenge for the chance to “train like a UFC athlete and grow a pair…of taste buds,” at the UFC Performance Institute for the chance to receive UFC event tickets and other prizes.