The Chicago office of Ogilvy & Mather is adding creative responsibilities for Corona Light and Modelo Especial, brands that had been handled by Goodby, Silverstein & Partners since 2011.
Corona Extra is betting on multicultural marketing, and will use the same creative approach for its Hispanic and general consumer ads, using both Spanish and English.
You remember Sully. He was the odd talking sheep in last year's brilliant "Stan" commercial for Corona Light, from director Mike Mills and ad agency Goodby, Silverstein & Partners. Well, it appears Sully's brief taste of fame went to his woolly head—because now he's bleated his way into a starring role in this year's Corona Light campaign. Four new :15s directed by Larry Charles (Seinfeld, Entourage, Curb Your Enthusiasm) went live online Monday, and will reach broadcast on April 15. The theme is, "Ditch the herd," and in the first spot, Sully does just that—rising up from the pack, suddenly bipedal, and giving his buddies a quick "Adios!" as he scoots away. In three other spots, Sully learns the fine arts of sports watching, hunting and guitar playing, only one of which really goes well. The ads are amusingly absurd, more lowbrow than last year's artfully designed work but still fun. Sully, of course, is also on Twitter. "After the sheep garnered considerable attention on YouTube, we thought it would be funny, to spin the sheep out, and follow him as he started to do things differently. Thus this symbol of sameness became the face of change," says Goodby creative director Adam Reeves. Adds Jim Sabia, CMO at Crown Imports: "We have found that Corona Light's target consumer—the 21- to 29-year-old college-educated beer drinker—is craving to switch things up with a light beer that's different from the same old same old. The sheep's ability to serve as a spokesperson for what Corona Light stands for really got us excited about this campaign."
Are you stuck in a rut? "Stan" and "Mark," the stars of Goodby, Silverstein & Partners' humorous ads for Corona Light, sure are. The beer, naturally, is pitched as the antidote—a dose of the unexpected to enliven their humdrum existences. Now, the agency has launched a follow-up in the form of a "Rut Buster!" Facebook app that lets you make and share customized video montages to encourage your friends to bust out of such monotonous routines. Recipients receive alerts on their walls and can opt to "bust their rut" by viewing the videos, then create responses or "bust out" other friends on their network. I tried it out, but quickly became overwhelmed by the broader irony of being stuck in a rut by spending too much time connected to the Internet and social media. I realized that participating in "Rut Buster!"—harmless, brand-building fun, to be sure—would just perpetuate my cyber-rut and fuel the online addiction of anyone to whom I sent videos. So, I think I'll take a walk instead. Get some sun and fresh air. Just as soon as I find my iPhone.
Meet Mark, an office drone who tweets, posts, tags, links, pokes and shares in zombified fashion through most of this Goodby, Silverstein & Partners spot for Corona Light.