Modelo is the Mark of a Fighter
New campaign by Grey New York and directed by PRETTYBIRD's Salomon Ligthelm.
Agency Grey New York has launced, Modelo’s Mark of a Fighter campaign.
This work signifies an evolution of the highly emotive and successful Fighting Spirit brand ethos, and reflects changing consumer dynamics and a growing human desire for more meaningful pursuits that bring internal happiness versus achieving outward status and fame.
In Mark of a Fighter, Modelo is reflected as the reward and badge for those who choose to live the life of a fighter. It recognises struggles and adversity faced by people from all walks of life, capturing universal stories and connecting all of us to friends, family and community while putting the brand at the heart of the powerful narrative.
The spots feature the same unmistakable voiceover and song Ecstasy of Gold by Ennio Morricone from the Fighting Spirit campaign.