Tecate Light speaks to ‘Para los que quieren más’.

Tecate Light launched its second dual-language advertising campaign under the tag line “ or “For those who want more.” The two distinct Spanish- and English-language executions will connect with Mexicans and Mexican-Americans living in Ariz., Calif., Colo., Ill., N.M., Nev., Okla., and Texas.

The Spanish-language ads are a continuation to the well-received 2008 “Papás” TV spot, where concerned Mexican parents adopt various methods to try to convince their adult son living in the U.S. not to settle for other, less flavorful light beers. In one ad, the father attempts to guilt trip his son by sharing that people on the street now call him “aguador” (Water Boy’s Dad). In the second spot, the father calls other light beers as the first step on a “slippery slope” which will ultimately lead to fruity piña coladas and cantaloupe margaritas. Finally, the third ad takes a more didactic approach where the parents compare the difference in flavor between Tecate Light and another light beer, to the degree of spiciness between a jalapeño and a bell pepper. All three :30 spots will air on Spanish-language networks, including Univision, Telemundo and Telefutura affiliates.

Directed towards U.S.-born adults of Mexican descent, the English-language “Changes” campaign takes a different approach by celebrating the accomplishments of Mexican-Americans. In two separate :30 spots, well-known celebrities, such as boxer Oscar de la Hoya, are shown in dynamic vignettes designed to highlight how they have shaped today’s American culture, thus forging a path to success for Mexican-Americans. These will be seen by consumers on various networks such as ABC, CBS, CW, FOX and NBC.

“As the second- and third-generation Hispanic population continues to grow in the U.S. and they become more empowered than ever, it is important for brands such as Tecate Light to remain relevant by speaking to them in their language of choice,” said Christian McMahan, CMO of Heineken USA. “This campaign symbolizes a continuation of our effort to connect with both Hispanic and Mexican-American adults through humoristic ads that leverage our understanding of our consumers’ culture, passions and role in the U.S.”

The creative, which also includes dual-language radio spots and out-of-home creative, was developed by Tecate Light’s New York City-based agency-of-record Adrenalina.

“U.S. born, English-speaking Hispanics are a marketing conundrum,” said Manuel Wernicky, president, chief ideas officer and managing partner, Adrenalina. “Marketers today can’t possibly think that just by simply speaking in English, or casting Latinos who speak the language, that you are going to reach them – they are a moving target. Our ‘Changes’ Tecate Light campaign aims to build an emotional psyche by celebrating the countless changes and the impact that Mexican Americans have made on America’s consciousness.”

The brand’s media buying and planning agency, MediaVest, will be responsible for placing the ads which will run through the first quarter of 2010.