Mexico City, March, 2025 – Tecate and LePub Mexico City present Tecate Por Ti, a bold campaign featuring the iconic film star Sylvester Stallone. This initiative aims to challenge cultural norms where expressing personal boundaries or preferences can be difficult, empowering consumers to make choices that better reflect their desires.
Led by the phrase ‘For those who dare to say no. Tecate Por Ti’, the campaign is based on a genuine insight from Mexican culture: the difficulty of choosing what we truly want. Tecate and LePub Mexico City put people at the forefront, acknowledging the daily challenges of common life commitments and emphasizing that true pleasure can also be found in the simple joy of choosing a beer with friends. This perspective reinforces the brand’s commitment to accompanying the journey of life, where moments of friendship and enjoyment are celebrated as genuine triumphs.
Nicolas Álvarez Schiano, Senior Brand Manager of Tecate, commented: “If I could sum up what this campaign and this commercial mean to us in one phrase, it would be ‘It takes courage to enjoy life’. You have to be brave to decide, and even to enjoy the small moments.”
Ricardo ‘Rich’ Avilés and Aldo ‘Coco’ Ramírez, Chief Creative Officers of LePub Mexico City, remarked: “Finding a powerful insight that truly resonates with people in Mexico has been the biggest challenge; as well as finding something interesting that hasn’t been said before and expressing it in a simple and impactful way. Undoubtedly, this campaign is vibrant communication due to its cultural relevance, accompanied by a global-level production and idea. Without a doubt, Tecate and LePub Mexico City are ready to position Mexico on the map as a reference for market and creativity.”
A main character whom Mexicans would never say no to
The presence of Sylvester Stallone as the main figure of the campaign strengthens the central message by incorporating his well-known brave and determined character, qualities that deeply resonate with Tecate’s values and reinforce the message that saying “no” also takes courage. Additionally, for LePub Mexico City, choosing Stallone aligns with the agency’s goal of creating a culturally relevant initiative given his close historical connection with Mexico and Mexican households. Stallone also shares a long history with Mexican advertising and Tecate. According to the creative duo at LePub Mexico City, for this new Tecate campaign, the purpose was to bring Stallone back and offer this new perspective: a new vision of Tecate while maintaining the essence of the brand and the iconic celebrity. Through this cultural relevance, the campaign seeks to strengthen Tecate’s positioning as a brand intrinsically connected with Mexican society, fostering a sense of bravery and authenticity among consumers.
High-level production for ‘Tecate, Por Ti 2025’
Regarding production, the process took more than a year of careful planning and execution throughout the entire cycle. In addition to the notable technology used, including the creation of an eagle with Hollywood movie-quality values and using advanced artificial intelligence techniques to generate Sylvester’s voice in Spanish, the production team was comprised of recognized talents: undoubtedly, the campaign is backed by a high-caliber team in terms of production and cinematography.
For LePub Mexico City and Tecate, overcoming creative challenges, finding a culturally resonant insight, and maintaining simplicity and impact has been crucial to the success of this campaign, setting a creative benchmark in Mexico and the region.
About LePub:
LePub, powered by Publicis Groupe, was created combining creative excellence with best-in-class data, media, and technology expertise. We believe in transcending traditional communications focusing on helping brands integrate into people’s daily lives by delivering culturally relevant experiences fueled by extensive global data and world-class creativity. Recognized as the “Creative Agency of the Year “by WARC in 2022 and 2023, and featured in the Contagious Pioneers ranking of 2022, LePub is the place where brands meet culture. Since its inception, LePub has grown into a global network and, in 2025, has embarked on further strengthening its international footprint, with plans to expand to a total of 10 hubs worldwide.
