AB InBev’s Estrella Jalisco is paying first-generation Mexican-Americans to quit their jobs and follow their passions amid the Great Resignation.

AB InBev’s Estrella Jalisco is paying first-generation Mexican-Americans to quit their jobs and follow their passions amid the Great Resignation. The Mexican beer brand collaborated with nonprofit Hispanic Alliance for Career Advancement for the “Vive Tu Estrella” campaign, which features a series of six, 15- and 30-second spots in both English and Spanish spotlighting Mexican-Americans who dare to “live their star” by being true to themselves. To coincide with the ads, the brand is hosting a contest with a $100,000 prize encouraging the winner to quit their job and pursue their passion. The American Staffing Association reports that over 50% of Hispanic workers are planning to change their career or resign from their job in the next year, and YPulse’s What’s Next For Work trend research found that a third of 13-39-year-old Hispanic consumers who left their jobs quit because they were not passionate about it. And Estrella Jalisco’s campaign takes advantage of the Great Resignation in its marketing, along with “producing organic social media content to reach a younger audience.” (Marketing Dive, Mitú)