Canelo Álvarez to Help Tecate ‘Amplify Modern Masculinity’

Canelo

Tecate has launched its first national campaign in the U.S. featuring none other than Mexican boxing superstar Saúl “El Canelo” Álvarez. In a 30-second-spot, we see Mr. Álvarez being hailed — and carried (literally) — as some kind of King of bling bling only to jump on the ring like a champ and remind us that “he is always bold but never flashy.”

According to Adweek, Tecate’s Born Bold campaign is an effort to further “amplify modern masculinity” (whatever that means) among Hispanics and non-Hispanics alike.

“The primary target is still the Hispanic consumer,” brand director Belen Pamukoff told Adweek. “But as a secondary target, we have the general market.”

A second TV spot features a veteran referee losing his patience for one player’s attempt to draw a foul call against his opponent finally drawing the dreaded red card, something I believe is also an effort to “amplify modern masculinity.”

Anyhow, here goes.

Please watch and let me know: Did the spot help amplify your modern masculinity?

This entry was posted in Awkard homages, Hispanic ad agencies, Latin America, Latin celebrities, Marketing & Advertising, Mexico, Pop culture, Soccer, You Tube and tagged , , , . Bookmark the permalink.

2 Responses to Canelo Álvarez to Help Tecate ‘Amplify Modern Masculinity’

  1. MarceloSalup says:

    Absolutely! Amplified my modern masculinity and my ancient masculinity too! Every masculinity! It transformed me from a metrosexual to a retrosexual! All hail Canelo.

  2. Joe Ray says:

    ¡¡¡Ahora si!!! I’m on a pinche chingo-macho overdrive rolo! I’m going to start eating nopales without bothering to clean the stickers off of them.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s