• by Fern Siegel , November 23, 2022

Modelo knows beer is often the beverage of choice at a soccer match.

Its latest spot, “Fighting Spirit,” from creative AOR Grey New York, show what happens when fans get excited: Beer flies everywhere.

Two spots, in English and Spanish, show these exciting moments when it’s all left on the floor. Or each other. But diehards just keep watching — because that’s what fan spirit is all about.

The spots will run across broadcast, digital and on social media platforms.

“Sacrifice” underscores the idea that Modelo is “brewed for fans with the Fighting Spirit,” a concept that started with a college football campaign in fall 2022

“Modelo's new soccer campaign will make a big splash with fans — literally. That's why we leveraged an insight around behavior that we can all relate to. When you're fanning to the fullest, spilling beer is inevitable,” said Armando Flores and Sara Worthington, executive creative directors, Grey New York.