Tecate pits Sylvester Stallone and Canelo Álvarez in a battle of boldness

The brand's spokesmen face off in spots leading up to the boxing champion's next bout.

Tecate continues the boxing theme of its "Born Bold" campaign, now pitting Mexican fighter Canelo Álvarez against another famous champion of the ring—Sylvester Stallone. The two challenge each other to ever greater acts of machismo in 30-second spots from agency Nómades that feature Tecate’s black eagle mascot. The spots are running on national broadcast and online and will receive intensified promotion as the sold-out fight on May 6th between Álvarez and Julio Cesar Chavez Jr. approaches. The campaign also includes social activations, OOH and POS materials.