https://www.youtube.com/watch?v=dxypxNWKlw4

Tecate has a strong tradition of making great campaigns that get a lot of attention.

Look no further than their September campaign, in which Tecate Light made waves during one of the presidential debates making light of president-elect Donald Trump’s promise to build a wall across the southern border of the United States. Tecate instead built a three-foot-tall wall at the border, which if you’re wondering, is the ideal height to rest a beer on and have a friendly chat between Mexicans and Americans. AdAge described the spot as “a light-hearted takedown of Mr. Trump’s wall proposal,” and was shot in the town of Tecate in Mexico, making it all the more perfect for its purpose. #TecateBeerWall ended up being so popular, it was covered by AdAge, AdWeek, Huffington Post, and beyond.

https://www.youtube.com/watch?v=89xIZTWZ2x0

The spot marks a great extension of Tecate’s recent efforts with international advertising, which kicked off earlier this year with “Born Bold,” a campaign featuring Mexican boxing sensation Canelo Alvarez and famed soccer referee Felipe Ramos Rizo. As Brand director Belen Pamukoff told AdWeek, “our drinkers are bicultural: second or third-generation Mexicans who are also Americans who live between those two worlds but don’t go far from their root. Together with Saatchi & Saatchi, we started going deeper inside the bicultural consumer.”

Whether it’s timely political commentary or the evolution of their brand strategy to be more inclusive of the consumer, Tecate’s advertising stays impactful and relevant, the greatest feats a brand can achieve. We’re happy to have our own Pucho Mentasti working with Tecate, alongside agency Nomades, for a project we can’t wait to share with you.