Agency Spy released a wonderful write-up of Dave Laden’s newest Tecate spots today, which just so happen to be the first spots in the brand’s first-ever national campaign. The commercials feature boxing star Canelo Alvarez and soccer referee Felipe Ramos Rizo and, much like Dave himself, the spots just ooze masculinity. But don’t worry, ladies, these pieces aren’t filled with the usual “bros, broads, and booze” you’d find in a normal beer ad. These are clever send-ups of the status quo. Especially Red Card, a quiet indictment of soccer players who spend more time flopping than playing.

Check out the article, it’s got great interviews with Tecate brand director, Belen Manukoff and Saatchi & Saatchi New York CCO Jay Benjamin. Fascinating stuff!