Modelo celebrates the fighting spirit of DJ Citizen Jane in one of its latest ads, which highlights that she left a successful career as a detective to pursue her true passion for music, fighting to become the decorated DJ she is today.
“If DJ Citizen Jane quit on her passion for music, she never would have left her career as a detective to pursue it. If she let starting at the bottom scare her, she never would have hustled to play bigger and bigger shows. And if she was content with being one of the best Latina artists in Miami, she wouldn’t be electrifying the crowd and sold out shows around the world. That’s the fighting spirit. That’s what makes a lion,” the voiceover says in the 30-second spot, which gives viewers a glimpse at the evolution of the award-winning DJ playing.
At the end of the commercial, when the track “L’estasi Dell’oro (Bandini Remix) by Ennio Morricone plays in the background, the voiceover says the tagline “Modelo. Root for those with a fighting spirit”.
Modelo’s range includes Modelo Especial, described as “a rich full-flavored Pilsner-style Lager which delivers a crisp, refreshing taste,” and Modelo Negra, described as “a Munich Dunkel-style Lager, which gives way to a rich flavor and remarkably smooth taste”.