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 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.