Heineken USA’s Tecate brand, “cerveza con caracter,” announced the launch of a new campaign which targets Spanish-dominant men in the U.S. Titled “Es Facil Ser Hombre” (“It’s Easy Being a Man”), the effort includes three new TV spots featuring light-hearted, real-life situations that are relatable to men, showcasing how they use their ingenuity, wit and humor to resolve these without losing their caracter. Additionally, the campaign includes radio spots and out-of-home ads, which will run in key markets. The campaign was created by Olabuenaga Chemistri, Tecate’s advertising AOR based out of Mexico City, and is also running in Mexico.
“Es Facil Ser Hombre” will launch nationally, with particular emphasis in the brand’s key markets, which include Calif., Texas, N.M., Ariz., and Ill. Handled by MediaVest MV42, the media buy includes Univision, Telemundo, Unimas, Galavision, Estrella TV, Fox Deportes, ESPN Deportes, Univision Deportes, Azteca, LA TV and Nuvo TV.
In the first 30 second spot, “Boda” (“Wedding”), the bride throws the bouquet and is confused when it bounces back. After a few tries the camera turns to reveal the reason why the bouquet is being sent back, showing a man jumping in to throw the flowers back to the bride. The spot ends with the narrator saying “A man prefers an uncomplicated life.” “Llaves” (“Keys”), the second spot in the campaign, shows a man coming home late from a night out. When he tries to open the door he realizes he does not have his keys and uses his cell phone to call for help. A group of mariachis show up to serenade his wife, which leads to her opening the door and letting him in without knowing he had forgotten his keys and without reprimanding him for the time. The narrator closes the spot with “A man knows there is always another way in.”
The third and last spot, “Petalos” (“Petals”), shows a woman coming home and finding a path of rose petals and candles that lead her down the hall. The path ends in front of the refrigerator and upon arriving, she hears her husband calling from another room: “Honey, since you’re already in the kitchen, could you please bring me a Tecate?” The narrator finishes by saying: “A man knows how to get what he wants.”
The Spanish-language radio and out-of-home follow the same tone and humor as the TV ads. The first of the three 60 second radio spots, “Pregunta” (“Question”), opens with a woman pressing her husband to ask for directions when they find themselves lost while driving. She’s surprised when the man agrees, and even more so when her husband pulls over to inquire about the score of the soccer game. The spot ends with the narrator saying, “A man only asks questions when it’s necessary.”
In the second spot, “Telefono” (“Telephone”), a man tells his male friend he needs to leave the bar to go home, and is chastised for wanting to leave just to please his wife. The main character calls home to check in, and upon hearing his wife’s angry response he pretends to be a pizza delivery guy, hangs up the phone and decides to stay at the bar. The narrator finishes the spot saying: “A man knows how to test the waters.” The third and last radio spot, “Pelicula” (“Movie”), begins with a man asking his girlfriend if she’d like to stay in for a movie night at home. When the woman states she loves the idea, the man says: “That’s great! I do want to go out with my friends so I’ll see you later!” A narrator closes the spot with, “A man takes advantage of any oversight.”
The first OOH creative features a puppy with the word “anzuelo” (“hook”), while the second one shows a pair of sunglasses at the beach, reflecting a beautiful woman and the word “escaner” (“scanner”) written underneath. The radio and OOH creative is tied to the campaign by using the brand tag line “Es Facil Ser Hombre. Con Caracter.”