It’s hard to believe it’s August already.
With less than two months left of summer, Miami-based agency The Community launched a campaign for Corona Extra celebrating the “Sunshine Specialists” who know how to get the most out of the season.
The spot’s voiceover functions like an ad seeking an employee, calling on “seekers of the sun” and those who “understand the relationship between happiness and light” as footage shifts from a man pulling up the blinds in the morning to a couple enjoying some Coronas in the woods. It goes on to describe the “ideal candidate” as someone who “works well on a team…or remotely” with the footage involving a location playing on the latter term, before concluding with the “Make Summer Happen” tagline.
Summer is, of course, the most important season for the Mexican pale lager brand, long associated with beaches. There are beaches to be seen in the spot, of course, but it makes a point of showing drinkers enjoying the brand in all types of sunny locations.
Overall, it marks an evolution from the agency’s 2015 “Dear Summer” spot (which functioned as an imagined letter from winter and concluded with the “Always Summer” tagline), improving on the campaign while employing a similar approach.
The irony of directly associating sunlight with beer sold in clear glass bottles, meanwhile, is not lost on us.
“Sunshine Specialists” will run on broadcast in both English and Spanish-language versions.
The campaign arrives around a month following the arrival of executive creative director Daniel Pérez Pallares at the agency, who did not contribute to the effort.
Agency: the community
Chief Creative Officers: José Molla and Joaquin Molla
VP, Executive Creative Director: Rodrigo Butori, Kristina Slade
Senior Copywriters: Mark Leephaibul, Federico Díaz, Daniel Milán
Senior Art Director: Guilherme Nóbrega
VP of Integrated Production: Laurie Malaga
Producer: Julio Rangel
Group Account Director: Mattia Nicodano
Account Director: Agustina Massa
Senior Account Executive: Erika Rivera
Account Coordinator: Jacqueline Aran
VP, Executive Director of Planning: Andrew Speyer
Planner: Amilynn Soto
Manager of Creative Services: Maru Sokolowski