Corona Keep It Classy With A New, More Mature Spot

Are you ready for a light beer you can actually taste? If so, you might finally be an adult.

Such is the realization in Corona Light’s 2014 TV campaign. The first ad to hit the air “Bar Epiphany,” features a thirtysomething man walking through a bar and appreciating his newfound surroundings—away from the cacophonous, sticky-floored bars of his past.

“Your average 21 year old isn’t as concerned about taste when choosing a light beer,” states Adam Reeves, creative director and associate partner at Goodby Silverstein & Partners. “The audience we’re talking to has matured to appreciate quality beer, and they aren’t as willing to compromise on flavor. They want a light beer to taste like beer. “

The commercial also features Corona Light in draft form rather than the traditional bottle. Corona Light on draft recently rolled out in 35 markets. 

The tone of Corona Light’s 2014 TV campaign is also dramatically different from the competitors’ lowbrow marketing plays for young male drinkers. The refined bar scene culminates in a “smoking-hot brunette” catching the main character’s eye. And while the man is confident he’ll be taking her home, it’s because she is his wife.

Credits

Ad Agency: Goodby Silverstein & Partners

Client: Corona Light

Creative

Partner: Jeff Goodby

Creative Director: Adam Reeves

Art Director: Kristin Graham

Copywriter: Mitch Gage

Production

Broadcast Producer: Conor Duignan

Account Services

Group Account Director: Rob Smith

Account Director: Kiki Veralrud

Brand and Communication Strategy

Director of Brand Strategy: John Thorpe

Senior Brand Strategist: Ralph Paone

Senior Communication Strategist: John-James Richardson

Business Affairs

Business Affairs Manager: Chrissy Shearer                      

Outside Vendors

Production Company: Radical Media

Director: Steve Miller

Director of Photography: Eric Schmidt

Executive producer: Donna Portaro

Line Producer: Barbara Benson                                                                                                                                                                                

Editing House: Rock, Paper, Scissors

Editor: Grant Surmi

Producer: Meagen  Carroll  

Music House: Marmoset Music

Creative director: Brian Hall

Senior Producer:  Rob Dennier                                                           

Sound Designer: Barking Owl / Michael Anastasi       

Audio Mix: Samuel Casas / Rohan Young