In an era when nearly everything is politicized, a tagline like “Mexico is in Us” is sure to raise a few eyebrows. Depending on the context, it could be viewed as either a statement for or against immigration. But a marketing leader at Tecate—which has been using the line since February—says there is nothing political about it.
“Everything is political right now, and we don’t want to dismiss that,” Oscar Martinez, Tecate’s senior brand director, says on the latest edition of Ad Age’s Ad Lib podcast. But “we want to fly higher than politics here—it’s about culture.”
While it may not be overtly political, the campaign takes on a pretty weighty issue—what the brand says is the societal burden Mexican-Americans carry of having dual identities.
“A lot of times they feel half American and half Mexican,” Martinez says about the brand’s core target of Mexican-American drinkers. “For example, you are in the office with your American friends and you are like ‘the Mexican.’ When you are with your Mexican family celebrating independence month in September they make you feel like you are ‘the American’ ... This campaign is about ... celebrating we are 100 percent Mexican and 100 percent American."
So the campaign encourages people to embrace their heritage, rather than hide from it. As the lead ad says, “there is no such thing as being half-Mexican.” (The creative agency is Nómades, which was founded in Mexico and Argentina in 2013 by Pablo Batlle, an Argentine creative and DDB veteran.)