Be brave, enjoy life and dare to say “no.” It is the message on which he builds his last campaign Tecatethe Mexican beer brand. He does it with the help of the famous actor Sylvester Stalloneand with great quality production that enhances its iconography through special effects.

“Valentice is needed to enjoy life” It is the last Tecate campaign with which the brewery wants to project the courageous values ​​that has been working in recent years, towards a broader field of authenticity, passion and desire to live. On this occasion, the creative concept does so working “Those who dare to say that ‘no” in compromised or uncomfortable situations.

To do this, the brand He did a study that allowed him to know the main Reasons for which Mexicans have a hard time launching negative. Thus, for example, in social meetings 61% of respondents remain in penalty; In family contexts, 74% accompany their partner to forced commitments, and at work 65% sacrifice plans for staying until later.

These data have allowed the brand to develop the campaign whose main piece is a 60 “spot directed by Armando Bófilmmaker awarded by the “Birdman” script, and starring Sylvester Stallone, Star with which the brand has been collaborating for a decade and that this time it flies up on the brand’s eagle to go to the help of the undecided. All this accompanied by the theme “For you I will fly” by Andrea Bocelli.

The prominence of the announcement is taken by the giant eagle that transports Stallone and refers to the brewer’s logo. A creature that has been digitally recreated using the same technology used in the design of the beasts of “House of the Dragon”the famous Max series.

“The eagle, an iconic symbol of this beer for years, has represented courage, strength and freedom, values ​​that have been the soul of Tecate since its origin and that in this new campaign charge an even more powerful meaning”, Explains Esteban Velasco, director of Tecate.”We are very excited to now exalt our badge“

The campaign “Valentia is needed to enjoy life” has been developed in several phases. The first consisted of the placement of advertising abroad as a teaser in different parts of the Mexican capital. From there, the media strategy projects the campaign 12 months on television and social networks, within the national level of Mexico.

Tecate also contemplates the activation of experiences exclusive that will allow consumers to live in the first person the rewards of daring to say “no.” “With this campaign we seek to offer unforgettable moments that respond to their aspirations and lifestyle, allowing them to continue enjoying the best of life with legendary brands that have evolved together with them“says Marta García, Marketing Vice President in Heineken Mexico.

In this way, the brand continues to explore the potential of a figure as associated with strength and courage as Stallone. Now, with a high level of production that seeks to generate greater visual impact, and with a display of activations that try to connect with an identified consumer With the brand values.

More info: “You need more courage to enjoy life”