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

Co-founder and editor of AdPulp. 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. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. Interesting ad on many levels…
    what it says about Mexican/American men and their aspirations kind of startled me -even if these observations are obvious. For example, when the guy chooses L.A. over Mexico…

  2. @Steffan – I agree, that scene is a chin scratcher. The dialogue goes like this, “In order to go back he knows that he must go forward.” Which is also interesting, in that he definitely plans to go back to Mexico after working in LA for a time.

  3. What’s interesting here, and David and Steffan have alluded to it, is the ad is running in US cities but the target indicated by the press release is “Mexican men trying to establish a new life in the U.S.”
    Where I am, there are a large contingent of Hispanics of all kinds–including day laborers who speak very little English. So in addition to the folks featured in the ad, it’s quite possible this ad is targeting both people who are, and aren’t, here legally. Of course, it goes quite unsaid in these spots.
    But perhaps that’s the implication of the guy in the spot who’s expecting to one day go back to Mexico, or perhaps he is here legally but sends money back to his family there (which many do). It looks like Tecate’s doing something very savvy here, appealing to the folks who come here looking for a better life and working hard to achieve it.