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.
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Audio Post Production: Bravo Audio
Composer: Rodrigo Barbera
Music Production: Prado Sur Audio
Producer: Rodrigo Barbera
Sound Mix: Bernardo Bravo
Edit Company: Central Films
Editor: Jorge Hernandez
Colourist: Derek Hansen, MPC
Post Production Company: Central Films
Producer: Leonel Perez
Director: Rodrigo Garcia Saiz
DOP: Ramsey Nickell
Executive Producer: Mauricio Francini, John Barreiro
Producer: Gerardo Gutierrez, John Barreiro
Production Company: Central Films/Central Films North
Art Director: Mauricio Ponce
Creative Agency: Nómades
Head of Production: Monica del Moral
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