Tecate Gets Real in Hispanic TV Spots

BOSTON Tecate beer is launching a national Hispanic campaign tagged, “Lo authentico se reconoce” (“You can tell what’s authentic”).

Three spots will air on Spanish-language TV networks, inviting consumers into “The world of Tecate,” where imposters aren’t welcome. The campaign, estimated in the low seven-figure range, is from Publicis Group’s Lapiz, Chicago.

One commercial, titled “Mago,” shows a magician turn a woman in a red dress into a Tecate can and a woman in a white dress into a saltshaker.