Sol Beer: Bicycle

Advertising Agency: Saatchi & Saatchi, Auckland, New Zealand
Art directors: Daniel Liao, Levi Slavin
Copy writer: Dave Govier
Animator: James McLeod


Slashh's picture
294 pencils

Great looking spot but what a let down at the end. I really wish this thing would have left me with SOME kind of payoff. Anything.

Spanky's picture
4899 pencils

the payoff is that you're looking at a sombrero.

Ad Junkie At Large's picture
Ad Junkie At Large
554 pencils

i thought the payoff was good, i didn't know it was a sombrero, and i luaghed when i saw it. I think its a fun spot

Spanky's picture
4899 pencils

some people get it right away. some don't get it until you tell them. showed it to an argentinian friend and he said it's a mexican on a bicycle within the first second. said that's how they drew mexicans when they were kids. i like it a lot.

twelve_noon's picture
617 pencils

amazingly good for a low-cost post production, gives you a taste of that mexican atmosphere in a nice and original way.

Username's picture
153 pencils

I'm sick and tired of looking mexicans with hats riding horses screaming ay chihuahua. we're not like that!!!!!
but... i really like this ad, is really good executed and funny haha.
ay chihuahua

klaussnow's picture
1675 pencils

I just realised they were wearing sombreros, I thought they were fat bodied-little headed people...

... its already been done...

Conceptual-eyes's picture
1475 pencils

Racist but nicely executed.

Ad Junkie At Large's picture
Ad Junkie At Large
554 pencils

why because they are all wearing mexican sombrero's? its part of their culture and its not derogatory in any way.

Spanky's picture
4899 pencils

i don't think self-deprecating humor is racist. it's like seinfeld making fun of jews. if it were a german beer bashing mexican beer, that would be different.

teenie's picture
1894 pencils

Nice, but a little too long. The sombrero may be the payoff, but you figure it out early enough that it doesn't justify the spot going on quite so long.

Createn Outback's picture
Createn Outback
55 pencils


Wordnerd's picture
6660 pencils

That was really cute. Lots of little nice stories there to discover. and just the use of stereotypes doesn't make it racist! otherwise most ads using foreign people are racist

ManchuChanchu's picture
701 pencils

I didn't get the sombrero in the begining. nice

Yokel's picture
604 pencils

Having grown up as a kid in England I knew straight away the "Mexican wearing a sombrero riding a bike" drawing. I think most my age would. Maybe the same in the 'colonies' too.
Pretty funny if you know it.

Corbeen's picture
1095 pencils

i think its brilliant, its sad that doesent have an end:( . maybe if the end was something else.. like when they drink beer is the only time that we could see their faces, and see that theyre diferent .. don no.. but end is missing definitly

arielmx's picture
12 pencils

it´s a nice idea, i like it

Mr Hughes's picture
Mr Hughes
386 pencils

Excellent. Engaging and fun.

Joe76's picture
772 pencils

So nice! I really like it! Cheers.

topawers's picture
139 pencils

I'm mexican and I find this insulting. It's full of awful, boring and rather old and used cliches. For you Facebook users please refer to a group called: I'm Mexican and I don't travel in "burro" or wear a giant "sombrero".

Andre BR's picture
Andre BR

Shut up! ...This is Very Nice...

Everybody know that Mexicans, don't wear s sombreros everytime.
In my opinion, it was based in a silly joke with this 1st draw. (bike) ...What's is this? A mexicans riding a bike.

Nothing to complain about, it's a silly joke.

Andre (Brazil)

Spanky's picture
4899 pencils

No seas dramatico

Estamos en el 2007 y todo el mundo sabe que los mejicanos no andan en burros despues de aquel DONKEY SHOW accidente anal en 1995. Decime una cosa, cuando fue la ultima vez que tecate compro uno de tus ads?



topawers's picture
139 pencils

Spanky, número 1, no pienso tomar opiniones sobre mi cultura de un argentino que no sabe que México se escribe con X y no con J. Número 2, ese tipo de sombreros ni siquiera es el verdadero sombrero mexicano. Te invito a darte una vuelta a mi País (si es que no vives ya aquí, porque la inmigración de argentinos a México es impresionante, sobre todo en el medio publicitario, por algo será...) y comprobar que no verás ese tipo de sombreros fuera de las tiendas de souvenirs en Tijuana y Ensenada. Ese tipo de sombrero es el estereotipo del mexicano creado por los norteamericanos y que lo puedes ver en todas las películas o series basadas en la época del gobierno de Santa Ana y que responden al hecho de que se libró una guerra con la que Estados Unidos ganó los estados de Texas, Nuevo México, Arizona y California. Entonces, ponte a estudiar un poco, razona y entiende de dónde vienen las cosas y deja de pensar que México fue como en El Zorro y Speedy González.

El Mexicano's picture
El Mexicano

En México también hacemos esa broma de "un charro en bicicleta" (¿eso nos convierte en "autoracistas"?). Así que se entiende en el primer segundo pero aún así, el comercial es divertido y si, se cae al final por que no supieron como terminarlo. Pero es una idea inocente, simple y divertida para una categoría llena de tetas, playas y gente "pasándola bien", es bueno porque no es pretencioso y es un anuncio distinto.

Soy mexicano y lo único que me ofende aquí son los comentarios estúpidos de otros mexicanos que nos hacen parecer retrógradas e incapaces de entender que un mexicano con un sombrero es un código, un chiste, no un insulto.

In Mexico we also have the little "mexican with a sombrero in a bike" joke (does that makes us "selfracists"?). So I got the gimmick right away, but still I found it funny. Yes, the ad doesn´t have a proper ending but it is a naive, simple and funny ad in a category full of boobs, beaches and people "having a good time" clichés. I like this ad because it´s simple and different.

I am mexican and the only insulting thing around here are the stupid comments of my fellow countrymen that makes us look retarded for not getting that a "mexican with a sombrero" is a code, a joke, not an insult.

Someone's picture


you Mexicans are funny, shooting holes through the roof of the bar...

el d1eg0's picture
el d1eg0
588 pencils

Graphics are nice, but the tv ad is awful.

BTW, i'm a mexican and i don't use a sombrero nor know someone who does...

Spanky's picture
4899 pencils

how do you dance the mexican hat dance without a sombrero?

Corbeen's picture
1095 pencils

if u dont use it doesent mean that it is out from your tradition and that the rest of the world will perceive you in a diferent way.

oldcoyote's picture

Off course its just a code. And they made a brilliant work with it, I mean, using that kind of graphic representing a culture.

For me its a wasted asset in this spot. Its doesnt have an end... too bad.

Guest's picture

Brief: Make an add about this Mexican beer.

Result: An add full of stereotypes about Mexicans.

I don't see how this can be brilliant, creative or good for a brand. Why do I want to drink Sol after watching this spot?

PS. Yes, I like the execution.

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