Mexican beer brand 'Cerveza Tecate' sends an immensely powerful message to men in its 'Domestic Violence' commercial. In its campaign to end violence against women, the brand used its identity as a 'man's beer' to speak out against domestic abuse. The commercial starts off with scenes of societal-defined masculine activities -- like boxing, welding and flexing muscles -- with the narrator expressing that none of these aspects make a man. The ad eventually moves onto scenes of domestic abuse against women and the narrator declares that how a man treats a woman is what defines his masculinity.
The commanding aspect of the commercial is the authoritative tone the narrator takes towards the end by outright stating Tecate wants nothing to do with abusive men; the phrase "you are not one of us" makes a major statement for the beer brand. The stance Cerveza Tecate takes is compelling and demonstrates how a company can use its influence for social good.
Anti-Abuse Beer Ads
'Cerveza Tecate' Defines Men By How They Treat Women in This Commercial
Trend Themes
1. Growth of Socially Conscious Advertising - There is an opportunity for businesses to use their influence to promote social good by addressing important issues like domestic abuse in their advertising campaigns.
2. Rebranding Traditional Masculinity - Brands have the chance to redefine the meaning of masculinity by challenging societal expectations and promoting positive values like respect and non-violence.
3. Powerful Messaging in Advertising - Effective ad campaigns can deliver impactful messages by using strong language, authoritative tones, and addressing socio-cultural issues.
Industry Implications
1. Beer Industry - Beer brands can take a stand against domestic abuse and redefine their brand identity by promoting positive masculinity and addressing social issues.
2. Advertising Industry - Advertisers have the opportunity to create socially conscious campaigns that challenge traditional notions of masculinity and promote positive values.
3. Social Activism Industry - The use of powerful messaging in advertising can be leveraged by social activists and organizations to raise awareness and drive positive change.