Tecate ALTA: An Ode to a New Generation of U.S. Consumers

Ad & campaign by Pearlfisher with production partners, Baby Lion Media

The new spot, airing this week, and directed by rising star, Roger Guàrdia from Park Pictures, poignantly connects to a wider multicultural audience. The ‘Bring your All’ campaign proudly promotes abundance, complexity and fluidity to reach those seeking to connect over a unique, sessionable and flavor-forward, Mexican American ultra-light beer.

Pearlfisher, in partnership with Willie Miesmer, Mauro Borges and production partners, Baby Lion Media, created the new campaign and TV ad which was about taking a fresh and unconventional approach to the ultra-light category and giving Tecate Alta its own identity: dispelling American stereotypes about the Spanish speaking world and championing the idea that this group is not stuck between cultures, but has so much more they can freely move between.

“We wanted to create a new, meaningful narrative. The brand’s visual identity – a series of ever expanding geometric patterns surrounding a central diamond – were inspired by Mexican American heritage and the landscape of the borderland, now coming to life as a major focal point on screen. Layers of the diamond frame echo and reflect different facets of life; celebrating anyone who wants to move fluidly between beliefs, pursuits or passions – even those that might seem contradictory. This idea of keeping things flowing leads the new TV and digital campaign,” said Matt Sia, Creative Director at Pearlfisher.

To authentically connect the brand to its roots, and the sensibility behind the ad, it was shot on location in Mexico City and Durango.

The powerfully lyrical story follows the same actors through a kaleidoscope of different and beautifully shot scenarios to celebrate all that they are as they move freely between different facets of their personalities and lifestyles. The product is hero-ed and elevated throughout, highlighting the idea that with the right, crisp beer you can keep things flowing no matter where you go. Bring your all, bring your Alta.

The new story plays out in various spots including 30s, 15s, 15s product and 6s cutdowns. The ad is already live on connected TV and will begin to air on broadcast TV across America this week.

Team Credits:

Pearlfisher

Matt Sia, Creative Director (Pearlfisher)

Chris Allan, Head of Strategy (Pearlfisher)

Willie Miesmer, Copywriter / CD (Pearlfisher)

Mauro Borges, Art Director / CD (Pearlfisher)

Courtney Tight, Senior Client Director (Pearlfisher)

Baby Lion Media

Ramon Nuñez, Execute Producer (Baby Lion Media)

Brett Annese, Producer (Baby Lion Media)

Biba Millstein, Sr. Business Affairs Mgr. (Baby Lion Media)

Park Pictures

Roger Guàrdia, Director (Park Pictures)

Matias Penachino, DP  (Park Pictures)

Dinah Rodriguez, Executive Producer (Park Pictures)

Francesco Rizzo, Line Producer (Park Pictures)

The Mill – NY

Alvin Cruz, VFX Creative Director (The Mill)

Julien, Lead VFX Artist  (The Mill)

Daniel De Vue, Colorist  (The Mill)

Camila De Biaggi, Executive Producer  (The Mill)

Colleen Valentino, Sr. Post Producer  (The Mill)

Union Editorial

Marco Perez, Editor (Union)

Roman Petrov, Asst. Editor (Union)

Joe Ross, Executive Producer (Union)

Michael Raimondi, Managing Director (Union)

Lime Studios

Matt Miller, Audio Engineer (Lime Studios)

Susie Boyajan, Executive Producer (Lime Studios)

Butter Music

James Zavaleta, Music Producer (Butter Music)

Malayna Ellis, Sync Producer (Butter Music)

Song “Huzzah” by Spacebomb House Band

Design

Allie Wong, Senior Designer

Alex Wagner, Senior Designer

Teri Neis, Client Manager

Heineken USA

Oscar Martinez-Lopez, Senior Director, Marketing & Innovation, Heineken USA

Belen Pamukoff, Brand Director Tecate and Tecate Alta