Corona sent actor Pedro Pascal to the beach in bilingual ads that emphasize the beer’s Latinx roots.
Created by agency MullenLowe, the commercials continue the brand’s “La Vida Mas Fina” platform–Spanish for “the fine life”–which launched in 2020 with ads starring the famously chill Snoop Dogg.
Now Pascal, the Emmy—and Golden Globe-nominated actor known for the TV series The Last of Us, brings his light-hearted and playful delivery to the cinematic ads directed by Craig Gillespie.
In “One Man’s Journey,” Pascal reads the tagline on a bottle of Corona while sitting at a bar. He then follows a trail of sand that leads him on an adventure, during which he’s guided by a dancer and rides a restaurant cart through a market before finding himself on a hidden beach.
The ad will debut on linear TV during tonight’s NBA Conference Finals and roll out through the summer across platforms including streaming services, broadcast and cable TV, and social media.
As the Constellation Brands-owned beer leans more into its Latinx heritage (it was founded in Mexico City), the campaign also features two 15-second Spanish-language TV spots with Pascal, who is Chilean.
“Banquet Table” depicts Pascal inviting a couple to join his table to share food and Corona. In “Celia Cruz,” Pascal insists you always have to listen to your heart. His own heartbeat has the sounds of Carnival, leading him to a festive fire pit on the beach.
With this campaign, Corona will be looking to continue the momentum it saw with Super Bowl 2024 when it was the top-selling beer based on whole-day sales–overtaking Anheuser-Busch InBev’s Bud Light, the previous top-selling beer during the Big Game.
“We believe every Corona symbolizes the optimistic feeling you have when you’re on a beach, no matter where you choose to enjoy one,” Constellation Brands chief marketing officer Matt Lindsay said in a statement. “Partnering with a talent like Pedro has added a new dimension to our ‘La Vida Más Fina’ campaign, marking an evolution in tone and bringing a fresh perspective that we hope will inspire people to let go of the stresses of modern life.”
CREDITS
Creative agency: MullenLowe
President: Javier Passerieu
Executive creative directors: Carlos Alija and Laura Sampedro
Creative directors: Chris Adams and Ross Cavin
Senior copywriter: Caleb Nyberg
Senior art director: Peter Watson
Copywriter: Michelle Chocron
Head of integrated production: Dieter Lebbe
Senior producer: Whitney Husnik
Director of business affairs: Davina Turnbull
Business affairs manager: Valerie Neibel
Group account director: Adam Thomason
Account director: Caroline Calleros
Account director: Eric Reilly
Account supervisor: Olivia English
Account supervisor: Donald Waltz
Senior account executive: Izze Minzer
Assistant account executive: Alexandra McBride
Senior project manager: Jade Whitford
Group Strategy director: Lucas Rodriguez
Group Strategy director: Sam Schaitberger
Strategist: Terrence Lewis
Junior strategist: Griff Nuelle
Director of PR: Erica Samadani
Group account director: Kayla Gorski
Production company: MJZ
Director: Craig Gillespie
Executive producer: Noah Goldsmith
Line producer: Martha Davis
DP: Masanobu Takayanagi
Editorial: Cut + Run
Managing partner: Amburr Farls
Head of production: Brady FIero
Producer: Brian Scharwath
Editor: Frank Effron
Senior assistant editor: Mitch Goldberg
VFX: Method
Creative director/VFX supervisor: Jesse Bradstreet
Flame lead: Ian Holland
Executive producer: Dez Macleod Veilleux
VFX producer: Sarah Ford
Production manager: Heather Gyimesi
Color: Company3
Colorist: Dave Husey
Producer: Jenny Roberts
Original music: Caya
Executive creative director: Ben Einziger
Executive producer/partner: Kiki Einziger
Creative director: Tim Adams
Audio: Lime
Audio engineer: Matt Miller
Audio assistant: Ian Connie
Executive producer: Susie Boyajan
Producer: Cassie Underwood