Tecate Light, a brand of White Plains, N.Y.-based Heineken USA, debuted a new national TV commercial called “The Wall” on Fox News, Univision and Telemundo during the first Presidential debate on Sept. 26.
Created by Tecate with Saatchi & Saatchi NY, “The Wall” is the latest 30-second TV spot from the brand’s Born Bold campaign, which shines the spotlight on the brand’s protagonist, the Black Eagle, while it soars above a small Mexican border town separated from the United States by a “wall,” the company says.
One of the commercial’s establishing shots implies the wall is a towering structure that runs in either direction for miles, but as the commercial progresses and two groups of young men, bi-cultural Hispanics from the United States and Mexicans from Mexico, come together over the wall, the structure is revealed to be 3-feet tall, the perfect height for a group of friends to rest their Tecates on, it adds.
“Tecate is using beer as the great unifier in developing a fun, lighthearted and clever commercial where friends from two bordering countries share a couple of Tecates over a wall,” said Felix Palau, vice president of Tecate, in a statement. “With this spot, Tecate is acknowledging an ongoing conversation, while raising a glass to beer’s uncanny ability to bring people together in a positive way.”
The new TV spot was filmed just outside the border town of Tecate, Mexico, where the Mexican beer originated and from which it gets its namesake.
"This is a tremendous idea for Tecate. It really is the best idea. We worked with the best clients and hired the best people to work on it. Only the best. It's terrific," said Chris Moreira, executive creative director at Saatchi & Saatchi NY, in a statement.
Jennifer Weiss, vice president and director at Mediavest | Spark added: “Building on the insight that the wall issue is extremely important to our millennial target consumers, whether leaning more liberal or more conservative, we knew people would be watching the first Presidential debate to hear each candidate’s side of this important issue. We couldn’t think of a better stage to serve Tecate’s message of unity. In addition to our video campaign, we’re also hyper-focused on social to ensure we’re reaching legal-drinking-age adults (21+) interested in politics on both sides of the aisle to drive conversation for #TecateBeerWall efficiently.”
This will be the first time Tecate has expanded into general market targeting, while continuing to ensure reach among its core Hispanic target, the company says.