Modelo launch new mark of a fighter campaign​​​​

In support of its ongoing Mark of a Fighter campaign, Modelo is unveiling three new spots this week, just in time for marquee spots viewing moments. 

First introduced in 2023 to highlight the idea that true fighters are not defined by victories alone, but by the grit and determination to keep going, this year’s Mark of a Fighter campaign, created by Grey New York, centres on rewarding the everyday fights and milestones in unseen heroes' journeys:  

Cater Crew: Puts a spotlight on the fighters behind the scenes at every major life event, helping to make lifelong memories possible for others.

Mijo: Features the young man who is always around to lend a helping hand and uplift the barrio that raised him, expecting nothing in return.

Social Club: Follows friends fighting to restore their barrio’s old social club, breathing new life back into their community.

“The Mark of a Fighter campaign reaffirms Modelo as more than just a reward for life’s biggest victories, it’s a tribute to the grit and determination in every challenge we face along the way,” said Logan Jensen, Vice President of Brand Marketing, Modelo, at Constellation Brands. “This year, we’re amplifying these powerful stories of perseverance and pride with a significant increase in media investment, ensuring deeper connections with our consumers.” 

 “For this year’s Mark of a Fighter spots we wanted to find fighters that would emotionally resonate with consumers. Characters like Mijo and the Catering Crew can be found in communities all across the country and Modelo could be the brand that not only makes them feel seen, but offers a reward for their fight, grit and determination.” said Sara Worthington and Armando Flores, Executive Creative Directors, Grey New York.

To support these spots and celebrate each bucket alongside fans, Modelo is increasing its media investment in college basketball with a 48% year-over-year increase in March hoops. The media investment will allow the brand to have placements across all upcoming college basketball games through the championship airing on April 7 (67 in total). It will also allow Modelo to extend beyond linear TV to include Social and Digital for the first time during this key cultural moment.