This campaign targets Mexicans living in the United States—men who grew up drinking authentic Mexican beer. However, when they come to America, they surprisingly begin drinking watery light beers, often as a way to feel a sense of belonging in their new country. For the parents of José back in Mexico, this is nothing short of a tragedy. Determined to bring him back to the right path, they send him their recommendation: Tecate Light—a light beer that tastes like beer.