Are you a print subscriber? Activate your account ... 1 day 20 hours ago By Brandon Doerrer - 1 day 21 hours ago By Ad Age Staff - 4 months 3 weeks ago ...

Modelo's ad investment comes as the NCAA March Madness is set to begin. Modelo is not an official sponsor of the championship but could get a boost from the excitement the games usually generate.

The Modelo ad, in heavy rotation during the NBA playoffs, puts tortilla flipping in the same category as driving in the manner of a stunt driver on a closed course. Both are behaviors that come ...