Corona Offers Season’s Greetings in ‘Sandman’

DALLAS The Richards Group breaks a holiday TV spot Monday for Corona that is a twist from its “Miles away from ordinary” campaign.

“Sandman” opens with a bright blue sky and the sound of someone whistling, “Deck the Halls” in the background. As the camera pans down a snowman, it becomes clear it’s actually a sandman sitting on a beach, complete with Corona bottle caps for buttons and a Corona Extra in his twig hand. The camera then shows a man dangling a Corona from his hand as he whistles the last notes of “Deck the Halls.” The tag, “‘Tis the season,” completes the spot.

The ad will break on national network, Fox Sports and syndicated programming, the shop said. The holiday campaign will run through the end of December and include radio, print and outdoor elements.

The Gambrinus Company distributes Corona. Campaign spending is undisclosed. This year the San Antonio-based client spent $30 million on media for Corona, Corona Light and Corona Extra through September, according to Nielsen Monitor-Plus.