Maybe it’s the ad’s strikingly handsome spokesman dressed in fireman’s gear. Maybe it’s the fact that his shirt has a winsome habit of disappearing, revealing sculpted pecs. Maybe it’s the beret-wearing kitten he chats with. In French.

Whatever the reason, you don’t have to watch Sauza Blue Tequila’s latest YouTube video long before realizing this is not exactly your father’s liquor ad. Or your boyfriend’s.

With millions of views, the “Make it with a Fireman” video launched this year has caused quite a stir. Brand officials say social media mentions of Sauza are up and the adorable blue-eyed kitten costar has built a fan base of its own.