This project examines the audiovisual advertising strategies of Telmex during Mexico’s transition from economic protectionism to neoliberalism under NAFTA, focusing on how cultural myths and stylistic choices in television commercials reflected and reinforced broader ideological shifts. Drawing from the Nielsen Ibope Advertising Footprints archive, which contains over one thousand Telmex spots produced between 1980 and 2016, the analysis situates these commercials within the historical context of privatization and market liberalization. Early spots from the 1980s framed the telephone as a domestic necessity, embedding it in private life and linking it to values such as family unity, education, and national identity. With privatization in the early 1990s, campaigns adopted a documentary-news style to present restructuring as modernization, blurring the lines between information and propaganda. Later, Telmex incorporated nationalistic imagery—indigenous communities, rural progress, and cultural symbols—to position telecommunications as a driver of national development. By the late 1990s and 2000s, these elements gave way to Hollywood-inspired aesthetics, aligning the brand with globalized media styles, while in the 21st century references to contemporary Mexican cinema emerged, signaling a renewed appreciation for national cultural representation. The essay argues that Telmex advertising did not merely sell services but participated in the ideological project of neoliberal restructuring, using audiovisual style to naturalize the commodification of communication. In doing so, these commercials functioned as cultural propaganda, fostering consensus around privatization and consumption while embedding neoliberal sensibilities into everyday life. By tracing the shifts in imagery, style, and discourse, this study highlights how advertising operates as both an economic tool and a cultural agent, leaving behind what can be understood as “neoliberal footprints” in Mexico’s cultural landscape.