This campaign is targeted to Mexicans living in the United States. They are men who grow up drinking Mexican beer. "However, when the Mexicans come to America, surprisingly, they begin to drink watery light beers. This is largely due to the sense of belonging to their new country. Just the same, this proves to be a great tragedy for the parents of Joseph in Mexico, who by all means seek to do him resume the path of good with their recommendation. Tecate Light, a beer that really tastes like beer.