Repatriation gets a new narrative in LePub’s cheeky spot for the beer brand.
With sweeping federal policies targeting immigrants of Latino heritage leading to overzealous removals and many more voluntarily repatriating themselves back to their home countries such as Mexico, Heineken-owned beer brand Tecate has found a way to lightheartedly approach what American businesses are missing out on and support the thousands of hard workers who left.“Welcome Back Paisano,” created by LePub Mexico, spotlights the beer brand’s employability platform by not only making it clear that Mexicans are recognized as one of the best workforces in the world, but also taking a pointedly cheeky jab at a specific subset of Americans whose bias toward them resulted in a costly underappreciation for their contributions. The film hilariously depicts the casualties of the workforce leaving an unwelcoming U.S. to return to new jobs and opportunities created in their home country by the company’s Tiendas Six ecosystem. Restaurant and home owners and construction site managers are left reeling from the fallout left by unskilled workers as Mexicans are opening stores and making an impact in their communities, local economies and for a country that sees and rewards their value. It’s a funny, thought provoking, effective use of marketing from a brand platform, and it’s the best thing we’ve seen all week.
