Modelo Beer launches ‘Fighting Spirit’ campaign [VIDEOS]

Modelo is continuing its investment in marketing and media with the evolution of its highly emotive and successful Fighting Spirit work.  Modelo released its new “Mark of a Fighter” campaign that highlights the changing consumer dynamics of what’s important today– the desire for more meaningful pursuits that bring happiness versus achieving status and fame.

Modelo Especial is committed to telling universal stories that recognize and reward the fights of consumers from all walks of life, and connect all of us to friends, family and community.

The spots also continue to feature the same unmistakable voiceover and song Ecstasy of Gold by Ennio Morricone.

“Mark of A Fighter” ads will begin to air in March, and be seen during significant sporting events – consistently among the most engaging programming on both TV and digital including:

  • Major network placement during March hoops
  • Chelada Professional sports such as NBA, MLB and Gold Cup
  • Digital and streaming lifestyle

“Mark of A Fighter” is the introduction of the evolved Fighting Spirit campaign; please let me know if you have any questions or would like to feature the campaign. Happy to answer any questions you might have.

The four new spots include:



Rock Band


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