Corona Extra's new campaign from SapientNitro agency The Community will resonate potently in certain parts of the country—the ones that were blanketed by snow for months on end this past winter.
The spots are narrated by Winter, who writes letters of complaint to Summer, which end up being more like love letters. The approach is sort of hokey, and there's nothing particularly breakthrough about the imagery, either—it's a step above stock. And yet the elements combine into a surprisingly evocative snapshot of the season, and a dreamy reminder of how it's all the more magical because it's long awaited and short lived.
The copy is playful, and the gruff voiceover has just the right amount of charm. The product is nicely incorporated, too, and is cast as the beer of Summer. Indeed, the tagline, "Always Summer," suggests it's beyond Winter's reach entirely. That's a fun twist on the brand's "Find Your Beach" idea. And it's nice to see actual beaches in the brand's advertising at a time of year when you don't just have to imagine them.
The best Winter can do is bring the ice.
CREDITS
Client: Corona
Agency: The Community
Chief Creative Officer: Jose Mollá & Joaquin Mollá
Creative Director: Rodrigo Butori
Art Director: Aaron Willard
Copywriter: Aaron Zimroth, Matias Blazevic, Ibon Iraola
VP of Integrated Production: Laurie Malaga
Senior Producer: Julio Rangel
Account Director: Maryanne Dammrich
Account Associate: Daniel Gergely
Account Executive(s): Sophia Gonzalez
Account Coordinator: Erika Rivera
Production Company: Partizan
Director: John Dolan
Director of Photography: Alex Lamarque
Executive Producer: Sheila Stepanek
Head of Production: Jennifer Gee
Producer: John Benet
Offline Editing House: Beast Editorial
Online Post House: Vapor Post
Editor: Rob Watzke
Assistant Editor: Evelina Gokinayeva
Producer: Mary Stasilli
Music House: Circle of Sound
Composer: Circle of Sound
Producer: Guillermo De La Barreda
Color Correction/VFX: Vapor Post
Audio Mix: Elastik Music
Producer: Luli De Oto
Mixer: Gustavo Briceno
