MODELO. THE MARK OF FIGHTER.

Modelo is the Mexican beer that rewards everyday people who fight for life’s fulfillments.

In this year’s campaign we focused on creating culturally relevant and timely stories to hero the people Modelo regards as fighters.

LATINA LOWRIDERS

The women of lowriding and women lowrider groups have not historically been shown as anything but models or accessories to the men who build the cars, but women have been very much apart of the fabric of lowriding culture since its inception-even more so in the last 10 years. So after California Governor Gavin Newsom lifted the cruising ban in 2023-24 which allowed lowrider cars to cruise on streets and we decided to show the polished nails which are now taking center stage.

STREET VENDORS

Street food vendors have had a lot to fight against lately, in particular since Covid, as laws restricting their access to streets where they can make a living have been limited and the nature of their jobs have become dangerous. We celebrate an often overlooked profession as the honest hard working people who fight to provide for themselves and their neighborhoods.

TRUCK DRIVER

Modelo had just become the nation’s number 1 beer but they weren’t going to gloat about it. They had one group of people to thank over all others, the ones who deliver all of the Modelo to our bars, restaurants, bodegas, corner stores and homes.