Hasta La Motion!

Tecate, the Mexican beer brand, is running Tecate Beer Wall, an advertising campaign spinning off Donald Trump’s promise to build a wall between Mexico and the USA. The Wall, a commercial filmed just outside the border town of Tecate, begins with establishing shots which give the impression of a towering structure running in either direction for miles. All is revealed though when we’re shown two groups of young men, bicultural Hispanics from the USA and Mexicans from Mexico, coming together to share a Tecate Light beer. Media placement on Fox News, Univision and Telemundo television channels was timed to coincide with the Presidential debate between Donald Trump and Hillary Clinton on September 26. Tecate Beer Wall is part of the Born Bold campaign which features the brand’s iconic Black Eagle.

“Tecate is using beer as the great unifier in developing a fun, lighthearted and clever commercial where friends from two bordering countries share a couple of Tecates over a wall,” said Felix Palau, Vice President, Tecate. “With this spot, Tecate is acknowledging an ongoing conversation, while raising a glass to beer’s uncanny ability to bring people together in a positive way.”

“Building on the insight that the wall issue is extremely important to our millennial target consumers, whether leaning more liberal or more conservative, we knew people would be watching the first Presidential debate to hear each candidate’s side of this important issue. We couldn’t think of a better stage to serve Tecate’s message of unity,” said Jennifer Weiss, Vice President, Director, Mediavest | Spark. “In addition to our video campaign, we’re also hyper-focused on social to ensure we’re reaching legal-drinking-age adults (21+) interested in politics on both sides of the aisle to drive conversation for #TecateBeerWall efficiently.”

Tecate Beer Wall Credits

The Tecate Beer Wall campaign was developed at Saatchi & Saatchi New York by chief creative officer Jay Benjamin, executive creative directors Chris Moreira and Mark Scholler, senior art director Jon Leachman, strategic planning director Wanda Pogue, planning director Federico Evangelista, social media director Shae Carroll, social media executive Sebastian Ade, director of content production John Doris, executive producer Bruce Andreini, project manager Nicole Formisano, SVP regional business director Nick Miaritis, account director Sarah Mannion, account supervisor Guillermo Betancourt.

Filming was shot by director Carlos Estrada via Caviar Content with executive producer Kim Dellara and Jasper Thomlinson, producer Megan Porche, director of photography Albert Salas, designer Marco Niro.

Local production was by Tantor Films.

Editor was Alaster Jordan at Whitehouse Editorial with assistant editor David Rothstadt, executive producer Lauren Hertzberg, producer Mackenzie Alexander.

Visual effects and colour were produced at Method Studios and Company 3 by SVP business development director Stuart Robinson, executive producer Angela Lupo, senior producer Heather Saunders, CG supervisor Ivan Guerrero, CG artists Matt Hackett, Brian Dinoto, Vraja Parra, Jeff Chavez, compositors Robert “Nick” Dauphinais, Ryan Leonard and Tom Beckie, and colourist Sofie Borup.

Music and sound was produced at Human Worldwide by executive producer James Wells, producer Craig Canigilia, composers Morgan Visconti, Andrew Bloch, and mixer/sound designer Sloan Alexander.