This is a campaign that celebrates the character of the Mexican immigrant living in the United States. They are individuals who left their country, their home, family, way of life and everything else behind to go out in search of a better future. These are the things for which they work hard every day and every hour, no matter the challenges or obstacles, like language or cultural barriers. The commercials portray the lives of these men and support them with very colloquial Mexican phrases. Tecate is a beer with character that reminds them the place where they come from, which ultimately is the place where they want to go back to.