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Wednesday, December 2, 2009

Listen to ad - Spanish language beer

radio ad features comic disclaimer
Posted by Elena del Valle on November 30, 2009

A Spanish language Tecate beer radio ad dubbed Disclaimer by Adrenalina, the

ad producer, is noteworthy because of its comic take on the disclaimer sections
found in many ads. The ad, which explains why wimpy men who lack character
should avoid drinking Tecate, was recently recognized with a silver trophy at the
El Ojo de Iberoamérica Festival in Buenos Aires, Argentina.

In a rapid-fire format, the ad indicates that Tecate discourages wimpy men from
consuming the Mexican beer. The ad points out that listeners who own dogs
named Puchi, Tinkerbell or Princess, or call a girlfriend Baby or Little Smurfette
haven’t got what it takes to enjoy Tecate. The beer promoters set out to reaffirm
Tecate’s image targeting Mexican men living in the United States who favor the
brand.

The Disclaimer Tecate beer radio ad was recorded at the end of January 2009
in Miami and New York at a dual studio recording session at RedCar, Miami
with Paco Olavarrieta, in-house voiceover talent and chief creative officer, for
the disclaimer portion of the spot; and at Bond, New York with Mexican actor
Manuel Wernicky, president, Adrenalina
Marco Treviño.
Photo, radio ad: Adrenalina
The Adrenalina team for the 2009 Tecate Disclaimer radio spot included
Manuel Wernicky, president, chief ideas officer and managing partner; Paco
Olavarrieta, chief creative officer and managing partner; Ivar Rodríguez,
associate creative director; Daniel Roversi, agency producer; and Yonathan
Bendesky, brand leadership.

The ad has been airing via national and regional Spanish-language networks
Univision Radio, ESPN Deportes Radio and Lieberman Media since April 2009.
According to an agency spokesperson, Adrenalina presented the spot to
consumers in research conducted this year and the Disclaimer ad received the
most laughs, with consumers reporting the highest recall for the spot and
saying that the spot was most memorable for it’s humorous message and use
of colloquial phrases.

“El Ojo is further recognition that our team’s creative work resonates among our
colleagues in the global advertising community,” said Wernicky.

Adrenalina, the lead agency for Tecate and Tecate Light, recently embarked on
its third consecutive advertising and marketing programs for the brands’
distributor, Heineken USA via Cervecería Cuauhtemoc Moctezuma (CCM) of
Monterrey, Mexico. New creative for both brands is expected to roll out in early
2010.

El Ojo de Iberoamérica is a marketing and advertising event created to

showcase creativity and innovation in advertising, communication, marketing
and entertainment in Latin America, Spain and Portugal.

Adrenalina, a New York minority-owned and managed ad agency seeks to