Coors Light TV Ad commemorates Mexican Team Chivas De Guadalajara’s 100-Year Anniversary.

Coors Light launched a new television ad this week commemorating the 100-year anniversary of Mexico’s favorite soccer team, CD Guadalajara (Chivas de Guadalajara). “Recuerdos” (Memories), as the ad is called, takes fans on a historical journey through 100 years of the 10-time Mexican league championship team.

“The ad speaks to the emotional connection fans have with Chivas de Guadalajara, the only team in the Mexican league with only Mexican players,” said Paul Mendieta, director of Hispanic marketing for Coors Brewing Company. “Coors Light is proud to present this unique tribute to the team’s success and we’re pleased to celebrate the centennial anniversary with fans.”

The spot begins with photos and footage from old Chivas star players, displaying historic highlights the current generation of fans has likely never seen. To gather the historical photos, Coors Light contacted relatives of players and searched the archive files of newspapers in Mexico. Featured players include Sabas Ponce, Salvador “Chava” Reyes, Jaime “Tubo” Gomez and Isidoro “El Chololo” Diaz. The spot continues with current footage of exciting plays and energetic fans cheering on the team.

To accompany the visuals, Mexican rock group Kinky performs a modernized rock version of “Guadalajara,” one of the most recognized and beloved Mariachi songs.

“Kinky’s rendition of Guadalajara will elicit strong emotions among Hispanics of Mexican origin, particularly among the bi-cultural segment that tends to mix elements of the Latino culture with those of the U.S.,” said Mendieta.

Traver y Asociados out of Laguna Beach, Calif., developed the spot which will air on national Hispanic network television.