In Mexican culture, hummingbirds are more than birds, they represent those loved ones who are no longer here. And Cerveza Victoria has made them the protagonists of its new campaign on the occasion of the Day of the Dead to, with the help of the creative agency Wieden+Kennedy México, remember that the love that transcends death.
Over the course of a decade, the brand has turned November 2 into a key event in its marketing strategy, turning it into an opportunity to celebrate the traditions and customs that shape Mexican identity and highlight its role in culture. On this occasion, he presented “Love is eternal,” which addresses the popular belief that when a hummingbird approaches or flutters near a person or an altar, it is the soul of a family member or loved one who comes to visit.
The ad, produced by The Youth, tells the story of Javier, who is preparing the opening of the taqueria he planned to open with his wife, Carmen. She undertakes a journey through Mictlán (the underworld in Mexica mythology) to visit her husband, remind him of her love and support, and encourage him to start the business.
The piece, however, also includes other short stories to reflect the diversity of Mexican society; and is accompanied by a special interpretation of “Amor Eterno”, by Juan Gabriel.
The short film has combined several audiovisual techniques, from live action to artisanal stop motion, to shape a narrative universe that moves between the real and the symbolic. As the brand has shared in a making of, the hummingbird was created with wood and made completely by hand and inspired by Mexican craftsmanship. The piece was carved, articulated and animated shot by shot, and its presence in the spot was the result of more than 125 hours of work, 130 movements and 2,352 frames. In addition, 4,013 marigold flowers were created by hand.
The Cerveza Victoria campaign includes executions on digital platforms, collaborations with influencers and content creators, outdoor advertising, point-of-sale activations, and a special edition of beer cans with the hummingbird as the protagonist.
Furthermore, as reported LatinSpotsactions will also be carried out in media in which hummingbirds will appear unexpectedly within different formats and contents, like small visits that burst into everyday life.
“Love is eternal” follows in the footsteps of “To you, who’s waiting for you?”, the emotional short film that the brand released last year, also on the occasion of the Day of the Dead. On that occasion, he proposed a story of loyalty and love based on the figure of the xoloitzcuintle, a dog that acts as guardian of souls in the Mexica tradition. The ad, also created together with Wieden+Kennedy México, achieved, among other things, a Golden Lion in Entertainment and a Bronze Lion in Film Craft at Cannes Lions 2026.
