Herdez salsa is the number one salsa brand in Mexico, a country whose culture is often misunderstood in the U.S. In a salsa category full of Mexican clichés and stereotypes, the brand aims to reveal a more accurate representation of Mexican culture, one that’s often overlooked—where tradition meets contemporary.

BBDO San Francisco teamed up with director Courtney Philips, whose work combines a deep understanding of youth style and pop culture as seen in his videos for Marchmell x Khalid, Bastille, and Rita Ora. Viral sensation Sailorfag—an ubiquitous symbol of Gen Z zeitgeist in Mexico—supplied the bass heavy soundtrack, and together with Galo Olivares, Director of Photography from Oscar winning movie Roma, brought together their talents to show us what MEXICAN IS… and to truly experience the flavour of modern Mexican culture.