By Barry Janoff
April 20, 2017: If you want to add some more noise to an already loud upcoming boxing match, you might as well throw Sylvester "Rocky" Stallone into the fray.
Tecate has done that in a new campaign to tout the bout between Canelo Alvarez (48-1-1) and Julio Cesar Chavez Jr. (50-2-1), scheduled for Seis de Mayo in Las Vegas’ T-Mobile Arena (HBO PPV).
Stallone encounters Canelo in two spots, under Tecate Light’s "Born Bold" umbrella campaign, telling him to "Be bold," as he shows Canelo how to punch a bee hive, use raw meat to reduce a swollen eye and the correct way to display a championship belt.
The spots break this week during sports programming, including the NBA playoffs.
Support includes Internet, social media and OOH in the "form of prize card point-of-sale materials at the retail level,” according to Tecate, a division of Heineken.
Tag lines: "Be Bold. Be Bolder. Be Sly. Be Canelo." And "When you think you are bold, there comes Canelo."
Lead agency is Nómades.
According to Pablo Batlle, CCO for Nómades, "Our relationship with Sly is a couple of years old given we'd worked with him for Tecate in Mexico. The challenge here was to find the real voice of this collaboration in the American market.
"We think that we achieved a new approach that is relevant to the bi-cultural Hispanic consumer and to the 'Born Bold' concept," said Batlle.
The new creative is part of what Tecate called a "refreshed 37-week 'Born Bold' campaign," which originated in 2015.
"Sylvester Stallone has a lifelong connection to boxing and continues to build a career as a symbol for masculinity, which resonates particularly well with Tecate's bold, bi-cultural consumer," Belen Pamukoff, brand director for Tecate, said in a statement.
"In these new spots, our mission was to capture the comradery between Stallone as a masculine, legendary actor and Canelo as a real life boxing champion, while further fueling the inherit bold swagger of these superstars.,” said Pamukoff.
In "Beehive: BBQ," Canelo is working out in a gym, apparently being bothered by some bees. Stallone shows up and says, "Canelo, be bold," as he punches a bee hive. Later, at a BBQ, Canelo wants to put some ice on a swollen eye when Stallone says, “Be bold,” handing the boxer raw steak to put on the wound. Canelo takes the meat, tosses it on a nearby grill and says, "Be bolder."
In "Belt: Tub," Stallone shows off a faux title belt, to which Canelo reacts by showing Stallone his real World Championship belt. Later, Stallone finds Canelo soaking in a tub of ice. "Be bold," Sly says, to which Canelo responds by showing Stallone that his tub is also filled with chilled cans of Tecate Light.
According to Tecate, "Since the official debut of the 'Born Bold' advertising campaign in 2015, Tecate Light has made waves throughout the industry, becoming the fastest growing light beer in the U.S. versus our competitors."
The Canelo-Chavez fight is being handled by Golden Boy Productions.
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