Corona despatched actor Pedro Pascal to the seaside in bilingual advertisements that emphasize the beer’s Latinx roots.
Created by company MullenLowe, the commercials proceed the model’s “La Vida Mas Fina” platform–Spanish for “the superb life”–which launched in 2020 with advertisements starring the famously chill Snoop Dogg.
Now Pascal, the Emmy—and Golden Globe-nominated actor recognized for the TV sequence The Final of Us, brings his light-hearted and playful supply to the cinematic advertisements directed by Craig Gillespie.
In “One Man’s Journey,” Pascal reads the tagline on a bottle of Corona whereas sitting at a bar. He then follows a path of sand that leads him on an journey, throughout which he’s guided by a dancer and rides a restaurant cart by means of a market earlier than discovering himself on a hidden seaside.
The advert will debut on linear TV throughout tonight’s NBA Convention Finals and roll out by means of the summer season throughout platforms together with streaming providers, broadcast and cable TV, and social media.
Because the Constellation Manufacturers-owned beer leans extra into its Latinx heritage (it was based in Mexico Metropolis), the marketing campaign additionally options two 15-second Spanish-language TV spots with Pascal, who’s Chilean.
“Banquet Desk” depicts Pascal inviting a pair to hitch his desk to share meals and Corona. In “Celia Cruz,” Pascal insists you all the time should hearken to your coronary heart. His personal heartbeat has the sounds of Carnival, main him to a festive fireplace pit on the seaside.
With this marketing campaign, Corona might be seeking to proceed the momentum it noticed with Tremendous Bowl 2024 when it was the top-selling beer based mostly on whole-day gross sales–overtaking Anheuser-Busch InBev’s Bud Gentle, the earlier top-selling beer throughout the Huge Recreation.
“We consider each Corona symbolizes the optimistic feeling you’ve gotten while you’re on a seaside, irrespective of the place you select to take pleasure in one,” Constellation Manufacturers chief advertising officer Matt Lindsay stated in a press release. “Partnering with a expertise like Pedro has added a brand new dimension to our ‘La Vida Más Fina’ marketing campaign, marking an evolution in tone and bringing a recent perspective that we hope will encourage individuals to let go of the stresses of contemporary life.”
