Victoria beer pays tribute to the Mexican American experience in ‘Tu Victoria Está Aquí’
Cerveza Victoria’s latest work celebrates Mexican-Americans that stay true to their culture and thrive in often challenging environments in the United States.
For Mexican Americans, victory can appear in many different ways. It may come in the form of a blue-collar job that puts food on the table, or the ability to keep the music of one’s ancestors alive.
A new campaign and brand platform from Mexico’s oldest lager brand Victoria honors the Mexican-American experience and their journey to success in the US.
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The campaign, titled ‘Tu Victoria está aquí’ (meaning ’your victory is here’) is a warm-feeling film that appears to be shot on 8mm film and take place in Los Angeles, a city that many Mexican Americans call home. As the ad states, Mexican immigrants continue to travel to the United States in search of a better life, despite their journeys often being fraught with uncertainty and a lost sense of belonging.
In the film, young people reflect on the societal and systemic injustices they and their families have faced. One man puts it simply: “The biggest obstacle in the US is existing as you are.” Then, a young woman recalls being “completely ostracized for being the only brown person in the room.”
Indeed, the Mexican American community has overcome harrowing hardships and still contributes to this country in innumerable ways. The ad celebrates the community at an individual level, from its construction workers to its musicians and teachers.
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“The story of Victoria is the story of every Mexican who has come to the US in search of opportunity not only for themselves but for the generations that follow,” Ryan Anderson, senior director of brand marketing at Victoria, said. ”Our new platform is created for those who fight to preserve their Mexican traditions, while building new ones in America, seamlessly navigating both worlds with cultural fluidity. Victoria is empowering Mexican Americans to embrace their roots and not just exist here, but thrive here as well.”
The campaign, made up of one long-form hero film, two 15-second Spanish-language spots and additional assets, launched Monday across digital and social channels. Each was directed by Mexican filmmaker Faride Shroeder.
Creative agency Ogilvy Chicago led the effort. According to Ogilvy Chicago’s executive creative director Isaac Pagan, the team brought together Hispanic and Mexican American strategists from its Chicago, Miami, Los Angeles and DC offices to bring the work to life in an authentic way.
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Pagan added: “This was not just another campaign for many of us who worked on it – it was deeply personal ... We wanted to ensure that the work was rooted in our authentic experiences and, as a result, our personal stories are woven into the campaign. Our deep knowledge and passion for our culture are what makes the campaign so meaningful for each of us.”