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Watch videos – Heineken launches new

Tecate Spanish language ad campaigntargeting men 21 to 34

Posted by Elena del Valle on May 12, 2010

A moment in the Box ad from the Anthem 3 campaign

Photos, video: Heineken USA Inc., Adrenalina

In mid April 2010, Heineken USA Inc. launched Anthem 3, a Spanish

language Tecate beer ad campaign targeting Mexican men, ages 21 to 34,

who have lived in the U.S. less than 10 years. Three 30-second ads were

designed to depict the journey of Mexican men trying to establish a new life

in the United States while celebrating their character. The new ads,

available on Tecate.com and scheduled to air for one year on television,

were meant to be a natural evolution from a similar campaign, Con

Carácter (With Character), the company launched two years ago. Scrolldown to watch the Boxing and Gran Manzana ads in Spanish.

Created by Adrenalina, Tecate’s New York City-based advertising agency

he 30-second spots feature everyday characters such as Ezequiel Peña, a

construction worker; Tomas Ortega, a window washer; and Jose

Dominguez, a truck driver. Each storyline was developed to showcase the

“individual boldness, masculinity, and character” these men man need to

face life’s challenges. The producers hope that since the ads are set in New

York and Los Angeles, consumers may relate to the situations the portray.

To enforce the branding the characters toast their accomplishments with a

Tecate at the end of each Spanish-language commercial.

Editor and Host:

Elena del Valle

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A moment in the Tío Sam ad from the Anthem 3 campaign

The ad team hired Mexican director and producer Simón Bross, best known

for his commercial work, to create the TV ads. In addition to the three

Anthem 3 spots, the brand also developed a boxing- and soccer-themed

commercial to support Tecate’s platforms. The first spot was scheduled to

air April 12 on national and regional Spanish-language networks Univision,

Telemundo, Azteca America, Galavision, and ESPN Deportes.

Christian McMahan, CMO, Heineken USA

“Tecate understands the challenges Mexican men face from the moment

hey 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, chief marketing officer,

Heineken USA.

The campaign also includes new radio commercials that are a follow up to

he Disclaimer spot, one of a series of radio ads rolled out in 2009. Each ad

was designed to target consumers during various touch points of their day.

The messages poke fun at men with ritualistic morning, day, or evening

behaviors that some may consider less than manly or lacking character.

The radio ads are due to air on Univision Radio and other national and

regional Spanish-language radio networks. Television, radio and out-of-

home ads will be placed by Tecate’s media buying and planning agency

MediaVest 42 Degrees.

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Manuel Wernicky, president, CIO and managing partner, Adrenalina

“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

ernicky, president, chief ideas officer and managing partner, Adrenalina.

The commercial titles, produced by Cortez Brothers/García Bross in two

months, are Gran Manzana, Toro, Box, Fútbol and Tío Sam. Staff involved

in the project include: Eduardo Martinez, director of photography; Ivar

Rodríguez, associate creative director; Ismael Díaz, art director; Julian

García, copywriter; José Escobar, agency producer; Yonathan Bendesky,

senior brand leader; and Ed Rivero, executive producer, Production House.

The post production was the work of Wild Child Post.

Heineken USA Inc. is a subsidiary of Heineken International BV importer of:

Heineken beers, Amstel Light, Newcastle Brown Ale, Tecate, Tecate Light,

Dos Equis, Sol, Carta Blanca and Bohemia brands from FEMSA Cerveza of

Mexico. Adrenalina New York is part of the MDC Partners network.

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Tags: Adrenalina, Anthem 3, Simón Bross, Spanish language Tecate beer ad campaign,Tecate

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heineken launches new tecate ads - april 2010 | see the ads:

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