In its first U.S. campaign, Mexican beer brand Victoria has launched a funny series of spots featuring a guy called Greg Smith, who insists to his group of Mexican friends that he's a true Mexican.
This is despite the fact that he comes from Wisconsin, can't speak Spanish very well, has limited tolerance for spicy foods and is a pretty bad goalkeeper. However, when Greg displays the bottle of Victoria beer he's drinking, the group agrees that he's Mexican after all.
The creative work is by The Community, which was appointed by Victoria's owner Constellation Brands to introduce the beer brand (Mexico's oldest) to U.S. audiences, while leveraging the brand equity the beer holds with first-generation Hispanic consumers. Constellation brought Victoria to the U.S. market in 2010. Rodrigo Valdes of Gloria & The Maestros was the director.
Head over to Ad Age to see what Constellation Brands is up to, advertising-wise, with its other beers.