Rodrigo Garcia Saiz Sends a Stallone-tervention to Guys for Tecate Beer

Los Angeles-based Central Films North’s award-winning director Rodrigo Garcia Saiz pushes a healthy dose of testosterone on men with less-than-macho tendencies with a candid urge to “Watch More Boxing” from Hollywood’s own boxing icon, Sylvester Stallone, for Tecate out of Nómades, Mexico. 

The campaign includes the 45 second “Elevator” that finds a slender young man taking a seductive selfie in an elevator before being caught by the unimpressed and tuxedo-clad Stallone. He breaks his painful silent stare by firmly stating, “You need to watch more boxing,” continuing his deliberate gaze as the young man’s cell phone erupts in a pop song ringtone. The spot closes with the winning punch of a match followed by Stallone holding court in the ring with the “We Are Boxing” super and the Tecate logo.

The campaign also includes spots that show Stallone interrupting other less-than-masculine moments, including “Shower,” that finds a young man belting a soprano tune in the shower, “Snow,” that shows a young man bundling up for a snow storm in a number of feminine winter accessories and “Video Club,” that shows a young man browsing the romantic comedy section in the rental store.