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NEW YORK — Tecate Light debuted its latest national commercial on Sept. 26, surrounding the first presidential debate. Titled "The Wall," the spot first aired on Fox News, Univision and Telemundo and features brand protagonist the Black Eagle as it flies over a small Mexican border town separated from the United States by a wall.
The commercial initially implies that the wall is a towering structure that runs in either direction for miles, but it later reveals that it is 3 feet tall, the perfect height for a group of friends such as the group of young men, bi-cultural Hispanics from the U.S. and Mexicans from Mexico, to rest their Tecates on.
"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 Tecate Vice President Felix Palau. "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 spot marks the first time Tecate has expanded into general market targeting, while continuing to ensure reach among its core Hispanic target, according to the brand.
"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," said Jennifer Weiss, vice president, director, Mediavest | Spark. "In addition to our video campaign, we're also hyper-focused on social to ensure we're reaching legal-drinking-age adults interested in politics on both sides of the aisle to drive conversation for #TecateBeerWall efficiently."