This campaign celebrates the character of Mexicans living in the United States—individuals who left behind their country, home, families, and way of life in search of a better future. It honors their relentless hard work, day in and day out, despite the many challenges they face, including language and cultural barriers. The commercials depict the real lives of these men, supported by colloquial Mexican phrases that speak to their roots. Tecate is a beer with character that reminds them of where they come from, and ultimately, where they hope to return.