Tecates ‘Anthem 3’ campaign toast to individuals con caracter.

Tecate, cerveza con carácter, announced the launch of its “Anthem 3” campaign. The integrated advertising program depicts the journey of Mexican men trying to establish a new life in the U.S., and toasts to their character, which is imperative to their success. This campaign is a natural evolution from previous creative and elevates the “Con Carácter” or “With Character” positioning launched two years ago.

Created by Adrenalina, Tecate’s New York City-based advertising agency, “Anthem 3” is comprised of three 30-second spots featuring everyday characters such as Ezequiel Peña, a construction worker; Tomas Ortega, a window washer; and Jose Dominguez, a truck driver. Each storyline is carefully crafted to showcase the individual boldness, masculinity, and character each man needs to face everyday challenges. Additionally, the ads are set in U.S. cities like New York and Los Angeles, making it easier for consumers to relate to these situations. At the end of each Spanish-language commercial, the characters toast to their accomplishments with a Tecate, thereby ensuring the brand’s presence in their celebration.

Tecate tapped Mexican director and producer Simón Bross, best known for his commercial work, to create the TV ads. In addition to the three “Anthem 3” spots, the brand also developed a boxing- and soccer-themed commercial to support Tecate’s platforms. The first spot will break on April 12 and will be seen on national and regional Spanish-language networks such as Univision, Telemundo, Azteca America, Galavision, and ESPN Deportes.

“Tecate understands the challenges Mexican men face from the moment they wake up. Our approach with this campaign, which differs from previous ‘Anthem’ ads, was to develop situation-relevant communication delivered by everyday individuals that will help establish a stronger emotional connection with our consumers,” said Christian McMahan, CMO, Heineken USA.

The campaign also includes new radio commercials that are a follow up to the award-winning “Disclaimer” spot, one of a series of radio ads rolled out in 2009. Each ad was designed to target consumers during various touch points of their day and this is reflected in the messages, which poke fun at men with ritualistic morning, day, or evening behaviors that some may consider less than manly or lacking character. Consumers will be able to hear them on national and regional Spanish-language radio networks such as Univision Radio.

“Two years ago when we started this campaign, we brought these men out of the shadows. This year, we’ve given them a name,” said Manuel Wernicky, president, chief ideas officer and managing partner, Adrenalina.

Television, radio and out-of-home ads will be placed by Tecate’s media buying and planning agency MediaVest 42 Degrees.