Tecate Is For Men of Character

The following spot for Tecate breaks today and will be seen on national and regional Spanish-language networks such as Univision, Telemundo, Azteca America, Galavision, and ESPN Deportes.

“Tecate understands the challenges Mexican men face from the moment they wake up. Our approach with this campaign, which differs from previous ‘Anthem’ ads, was to develop situation-relevant communication delivered by everyday individuals that will help establish a stronger emotional connection with our consumers,” said Christian McMahan, CMO, Heineken USA.
“Two years ago when we started this campaign, we brought these men out of the shadows. This year, we’ve given them a name,” said Manuel Wernicky, president, chief ideas officer and managing partner, Adrenalina, Tecate’s New York City-based advertising agency.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative direction at Bonehook in Portland, Oregon.