Corona Extra is expanding the Corona mindset to surprising places this fall with a new ad campaign that goes beyond the beach. The debut TV spot, dubbed “Moments,” features a montage of scenes with people relaxing with their Corona Extras, but at fresh, unexpected places — from a mountain vista to a Big Sur cliff to a NYC rooftop. The spot closes on a couple on the iconic Corona beach, with the new tag, “Find Your Beach.”
“Moments” began airing nationally on 9/12 in the first week of NFL games on CBS, FOX and ESPN, and will additionally air on programming such as Saturday Night Live, Late Night with Jimmy Fallon and The Daily Show with Jon Stewart. Out-of-home executions will run in more than 25 markets, including New York; Los Angeles; Austin and Houston, Texas; Baltimore; Atlanta; Seattle and Denver.
“White beaches, gentle waves, a guy and a girl relaxing seaside — these have long been symbols of the escape mindset associated with Corona,” said Jim Sabia, EVP/ marketing, Crown Imports. “Our new ‘Find Your Beach’ ads encourage fans to find their beach, wherever it may be — expanding that Corona state of mind beyond the ‘sun, sand and surf.'”
Also unique to “Moments” is the soundtrack — the ad features an acoustic song called “The Secret Sun” by Grammy-winning songwriter, singer, guitarist and producer Jesse Harris. Best known for his songwriting on Norah Jones’ album Come Away With Me, Harris’ lyrics perfectly reflect the Corona state of mind, unrestrained by time or pressures: Meet me by the sea again/Past the point the shoreline bends/Where the sand is soft and warm/And hangs upon your golden arm/And time won’t move at all. This exclusive song will be available in limited quantity on Corona’s Facebook page (http://www.facebook.com/corona), as well as for purchase on iTunes.