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Day of the Dead Legends Prove Who's Boss in Mexican Halloween Ads

JWT Mexico prepares for spook season with new campaign for Cerveza Victoria

Day of the Dead Legends Prove Who's Boss in Mexican Halloween Ads

Day of the Dead is one of Mexico’s most symbolic celebrations and Cerveza Victoria -part of Grupo Modelo AB InBev- has built a reputation creating campaigns that invite Mexicans to celebrate this important tradition.

This year, together with J. Walter Thompson Mexico, Victoria revisits the most feared Mexican legends and confronts them with some of the classic Halloween horror characters in a duel that ends in an extraordinary movie-quality production. A mummy and a vampire turn pale in the presence of La Llorona, The Black Charro and The Lady in Red.
For the two spots that are already airing in Mexico (TV and online), several personalities from the horror and suspense movie industry were summoned. Daniel Benmayor, director of films such as Tracers, Bruc and Paintball, was selected as the storyteller. The makeup was helmed by Barney Burman, Academy Award winner to Best Makeup in 2010 for Star Trek and responsible for the makeup of characters from Jack The Reaper, Star Trek: Into Darkness and Voodoo Possession, amongst others. Antonio Riestra (Last Knights, Mama and Goya Award winner for Black Bread) was in charge of cinematography. Rosa Films was the production company.

“Today more than ever, you have to be interesting for your target audience. Conversations are happening and if you want to join, you have to be one of them, play their games and speak their language,” stated Gabriel Vazquez, Creative VP at J. Walter Thompson Mexico. “Beyond the national Mexican conversation about Day of the Dead, there are also other angles. Young audiences are reinterpreting their traditions and bringing life into them."

“This campaign is a breakthrough on how brands should be communicating in the future, taking higher risks and doing things differently. We cannot keep doing the same and expect a different result. The big bet with this Victoria campaign is that it’s focused on entertaining, rather than on selling,” explained Edson Noyola, Regional Brand Director at Grupo Modelo ABI.

Creative Agency

Creative Agency: J. Walter Thompson Mexico

Creative Director: Martín Giudicessi - Edgar Elorza

Copywriter: Jose Luis Pagola

Art Director: Roberto Rosas

Producer: Parson Latam Gustavo Orueta - Chacho Verni

Account Executive: Iván Martínez

Planners: Julio Espino

Strategy: (VP) Douglas Mello

Creative Vice President: Gabriel Vázquez

Planning Director: José Oliva

Business Director : Jimena Archundia

Account Director: Alfredo Ramírez

Production Company

Production Company: Rosa

Executive Producer: Alejandro Rossi Bunge - Hugo Kiel - Andres Salmoyraghi

Director: Daniel Benmayor

DOP: Antonio Riestra

Post Production / VFX

Post Production Company: Ratio VFX

Production Coordinator: Omar Pinha - Raul Rayas


Music Production: Papa Music

Sound Design: Beatamina

Category: Alcoholic drinks , Beers

Genre: Comedy , Storytelling , Visual VFX