A woman is inviting a man to come up to her appartment, the goal most men dream of in a first date. But he is not willing to do so. After a very long, romantic, heart wrenching, Hollywood style speech of love, he convinces the girl it’s too soon to do that. He is a real gentleman. The woman, absolutely in love with him and his speech, agrees to end the date. While the guy is leaving the appartment, he begins to run after a few steps. We now discover that he is running to a bar where a soccer match is about to start. A World Cup match he would never pass up.

Tecate Beer created a campaign inspired by the most ancient and wonderful of all media ever.

A letter.

We brought together 3 talented Mexican letter writers to craft a beautiful 185 page love letter.

A letter that takes precisely 90 minutes to read.

But why?

For the most honorable cause possible.

To watch the world cup matches without interruptions.

We did it through 6 TV spots aired during the match transmissions.

A microsite.

And 47 Facebook posts to let you follow the letter in real time.

We got 16,000 people to download and live the experience of reading a real 185 page love letter. And 2,608,645 views on the spot in YouTube.