You might be surprised to find a Mexican company promoting a wall along the United States–Mexico border, but that’s exactly what Tecate is advertising. The twist? The brand’s version of the international barrier measures just two feet high and serves as a meeting place for citizens on both sides of the divide to gather for cervezas and camaraderie.
“The time has come for a wall … a wall that brings us together,” says the the video‘s voiceover. Alluding to the structure’s knee-high stature (or perhaps one famous wall-advocate’s hand size), the spot continues: “This wall might be small, but it’s going to be huge!”
Released just in time for the first round of head-to-head presidential debates, the spot is sure to provoke discussion among drinkers, regardless of their party affiliation. But we’re pretty sure that Donald Trump won’t appreciate this amendment to his border wall idea. (He is, after all, a sworn enemy of all types of liquor despite his ownership stake in a Virginia winery and a failed vodka brand.)
“Tecate is using beer as the great unifier in developing a fun, lighthearted and clever commercial where friends from two bordering countries share a couple of Tecates over a wall,” says Felix Palau, the brand’s vice president. “With this spot, Tecate is acknowledging an ongoing conversation, while raising a glass to beer’s uncanny ability to bring people together in a positive way.” (“Uncanny,” heh, we see what you did there, Felix.)
According to AdWeek, the brand is hoping that its hashtag #TecateBeerWall will trend during the debate, when it will air on Latino-focused networks Univision and Telemundo, as well as conservative Fox News broadcasts.
Is it a clever conversation starter or partisan ploy for attention? Watch the videoand judge for yourself.