Men. Men in all shapes, sizes, colors, styles, with different sexual orientations and personal preferences are seen in this film. Tecate beer is for all and each one of them except for one kind of man: the one who mistreats women. For Tecate brand, a man who is violent against women doesn’t deserve to be called a man and therefore doesn’t deserves a Tecate beer.

Mexico is one of the countries in the world with the most cases in violence against women. 2 out 3 women in Mexico have suffered some kind of gender violence. Tecate, on the other hand has traditionally been man’s beer since 1944. A message to respect women coming from a brand that Mexican men associate with masculinity is a very powerful statement.