Camila Alves McConaughey Reveals Her Kids' Reaction to Her Pantless Photos with Matthew McConaughey (Exclusive)

The McConaugheys are serious about being unserious.

To launch their Pantalones tequila line, Matthew McConaughey and Camila Alves McConaughey embarked on a cheeky campaign with videos and images of them riding motorcycles, doing laundry and playing pickleball — all while pantless! (“Pantalones” means pants in Spanish.)

The advertising was so lovable that PEOPLE named them one of our 31 Food Faves of 2024. (See the full list in the issue on newsstands Friday.)

“Pantalones has been so much fun for Matthew and I to work on together — we met over margaritas so launching this brand really brought us full circle," Camila tells PEOPLE. "We thought tequila marketing had become really serious, so we wanted to bring the fun back!”

They "had a blast" on set of the photo shoots, says Camila, but she adds that "we also take the business very seriously and are very proud to have an organic tequila that has won so many awards for its great taste."

"We are very proud of the product we made it took 48 iterations to get here, making it organic, no junk and great value!"

A semi-naked national campaign might cause some kids to blush — but not at the McConaughey household. "They thought they were hilarious!" Camila says of her three kids, Levi, 16, Vida, 14, and Livingston, 11. "What's not to like? It is meant to be fun and silly... getting the wink on the joke!"

Which is good because they have no plans to stop.

"It's safe to say you may see Matthew and I pantsless again," she adds, "with some Pantalones in-hand."