Canelo Álvarez to Help Tecate ‘Amplify Modern Masculinity’


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?