• by Erik Sass  @eriksass1, April 22, 2013

Tecate, the Mexican beer brand owned by Heineken, is targeting Hispanic men in the U.S. with a Spanish-language campaign with the tagline “Es Facil Ser Hombre,” or “It’s Easy Being a Man." TV and radio spots illustrating this truth in humorous, lighthearted fashion.

The TV and radio ads, created by Tecate agency-of-record Olabuenaga Chemistri in Mexico City, expand on a previous out-of-home advertising campaign using the same tagline, and are also running in Mexico.

The campaign will launch nationally, with emphasis on California, Texas, New Mexico, Arizona, and Illinois. The media buy was handled by MediaVest MV42, and includes placements on Univision, Telemundo, Unimas, Galavision, Estrella TV, Fox Deportes, ESPN Deportes, Univision Deportes, Azteca, LA TV and Nuvo TV.  
 
The first ad, “Boda,” shows a wedding reception where the bride throws her bridal bouquet, only to have it immediately thrown back at her. After several more return volleys, the camera reveals a determined bachelor catching and returning the bouquet while the narrator intones in Spanish: “A man prefers an uncomplicated life.”
 
In the second TV ad, “Llaves,” a man returning home after a night on the town finds he has lost his keys. He resorts to an elaborate subterfuge involving a mariachi band to trick his wife into letting him in without getting scolded. The narrator concludes: “A man knows there is always another way in.”
 
In the third TV ad, “Petalos,” a man uses romantic props, including rose petals and candles, to draw his wife to the refrigerator and then asks, “Honey, since you're already in the kitchen, could you please bring me a Tecate?” The narrator observes: “A man knows how to get what he wants.”
 
Tecate is also airing three 60-second radio spots. In the first, a man surprises his wife by agreeing to pull over and ask for directions -- but also gets an update on the score for a soccer game (“A man only asks questions when it’s necessary”). In the second, a man who has stayed out late impersonates a pizza delivery guy to assess his wife’s mood, then decides to stay at the bar (“A man knows how to test the waters”). In the third, a man uses a loophole to evade movie night with his girlfriend and go out with his friends (“A man takes advantage of any oversight”).
 

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