Tecate: advert-body-2 by Nomades

Tecate, the Mexican beer inside the Heineken USA portfolio, announced an evolution to its 'Born Bold' campaign introduced in 2015, called 'We Are Bold.' The new campaign is built around four friends’ brotherly bond while emphasizing the camaraderie, rivalries and unspoken, yet understood inside jokes during their regular barbecues.

The campaign is rooted in consumer insights for the beer brand’s core demographic, the bicultural Hispanic male, and the role that the grilling occasion or Carne Asada, as literally translated by this group, plays culturally as a social forum to grow closer to their friends and as a key consumption occasion.

As an example of the unspoken inside jokes, the first commercial, 'Chill,' pits the four guys against one another to see who can hold their ice cold Tecate the longest, highlighting that there’s always a friendly competition amongst brothers.

Canelo Alvarez, the world champion Mexican boxer, will once again reprise his role for a third straight year within the brand’s campaign in both 'Gym' and 'Competition,' where each spot ends with a decidedly lighthearted Tecate-style twist establishing the brand’s ambassador as the famous, fifth member of the Brotherhood of the BBQ.