NEW YORK Coors Light this week launched a television campaign celebrating the 100-year anniversary of Mexican soccer team Chivas de Guadalajara.
In "Recuerdos" ("Memories"), the history of the team is told with footage and photos of former Chivas players including Sabas Ponce, Salvador "Chava" Reyes and Jaime "Tubo" Gomez.
Crafted by Laguna Beach, Calif.-based agency Traver y Asociados, the spot also features a driving version of mariachi tune "Guadalajara" by Mexican rock group Kinky.
In addition to the TV spots, Coors Light will sponsor the soccer team in El Torneo Centenario 2006 (Tournament of the Century), which takes place July 14 at Giants Stadium in East Rutherford, N.J., and Aug. 6 in Los Angeles.
Coors spent nearly $12 million in Spanish-language media in 2005, according to TNS Media Intelligence.