Mexican beer brand 'Cerveza Tecate' sends an immensely powerful message to men in its 'Domestic Violence' commercial. In its campaign to end violence against women, the brand used its identity as a 'man's beer' to speak out against domestic abuse. The commercial starts off with scenes of societal-defined masculine activities -- like boxing, welding and flexing muscles -- with the narrator expressing that none of these aspects make a man. The ad eventually moves onto scenes of domestic abuse against women and the narrator declares that how a man treats a woman is what defines his masculinity.
The commanding aspect of the commercial is the authoritative tone the narrator takes towards the end by outright stating Tecate wants nothing to do with abusive men; the phrase "you are not one of us" makes a major statement for the beer brand. The stance Cerveza Tecate takes is compelling and demonstrates how a company can use its influence for social good.