being the mascot for the beer, the character was sent on a one-way trip to Mars in a commercial. From September 2016, "The Most Interesting Man in the World" is a French actor named Augustin Legrand. The campaign was ended in 2018, and replaced with a new campaign called "Keep It Interesante". Tecate Tecate beer has begun advertising heavily in the United States; initially in the Spanish-language media and more recently in the English-language media. Their tag lines are "Con Carácter" ("With Character") and "It's not beer, it's cerveza". Tecate was the primary sponsor of Mexican race driver Adrián Fernández during his career in CART in the 1990s and early 2000s. In the mid 2000s, Tecate became a major sponsor in boxing. It partnered with Golden Boy Promotions in 2006, then switched to Top Rank, then returned to Golden Boy in 2016, sponsoring TV Azteca and Solo boxeo shows, and signing world champions Manny Pacquiao and Canelo Álvarez. In 2009, Tecate Light launched a television ad campaign targeted at the Mexican-American community, which features boxer Oscar de La Hoya and wrestler Rey Mysterio Jr. Also in 2009, Tecate announced a sponsorship agreement with ESPN sports. In the 2007 movie Hellboy II: The Golden Army, Hellboy is shown drinking Tecate Light with Abraham Sapien and in a locker room with Krauss. In the 2014 movie That Awkward Moment, with actors Zac Efron and Miles Teller, Efron's character is shown drinking Tecate with his friends in their New York apartment. In 2015 a series of ads were recorded with the action actor Sylvester Stallone in his role of Rocky Balboa, in this campaign Rocky appears saying the phrase "Te hace falta ver más box" (In English You need to watch more boxing) in which he gives a cold stare to some men that are not acting so "manly" (e.g. listening to pop music or putting on too many clothes for cold weather). In the end Stallone says that "Somos box" ("We are box") while retired boxers are shown and "Eye of the tiger" from Survivor) is played. In Mexico the word is changed to Bax, as Stallone uses the American English pronunciation for the sport. At the end of the commercial, Rocky looks moved by the progress of the people he helped only to receive a cold stare from Stallone himself. Stallone later led another Mexican ad campaign with soccer players and