Corona - La Vida Más Fina
2024’s La Vida Más Fina steps away from its iconic beach setting and into a cinematic universe directed by Craig Gillespie, the filmmaker behind Lars and the Real Girl and Oscar-winning I, Tonya and starring Pedro Pascal.
The campaign integrates the brand’s latin roots with a fully bilingual hero spot, and goes beyond its Mexican borders to encompass all Latin America, even paying homage to Cuban legend Celia Cruz.
Like Pascal, I was born in Latin America but raised in the US. This experience, true for many Latin-Americans living in the states, created a culture that is not Latin and not American. It’s a unique blend of worlds, that births a world of its own.
I wanted to write something that not only includes, but celebrates this audience that operates in full capacity in both English and Spanish. The campaign reflects that there is no longer a separation between Latin entertainment and American entertainment. Latin people are no longer confined to stereotypes within Western media. We are leading the way.
One Man’s Journey
Corazón
Banquet Table
Let Go
Press
The campaign has been featured on GQ, Ad Age as the Pick of the Day on its premiere date, Adweek, and Campaign US to name a few.
More importantly, here’s what the people had to say.
Executive Creative Directors: Laura Sampedro, Carlos Alija
Creative Directors: Ross Cavin, Chris Adams
Sr. Art Director: Peter Watson
Sr. Copywriter: Caleb Nyberg [English Language]
Copywriter: Michelle Chocron [Spanish & English Language]
Director: Craig Gillespie