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Corona Extra: Alarm Clock
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Summer is the one time of year we're allowed – perhaps even expected – to break away from our daily routine and do something special. Few brands know this better than Corona Extra, a beer long synonymous with summer's carefree, outgoing spirit.
So, to celebrate summer, Corona Extra is encouraging people to "break up" with the ordinary, everyday things in their lives that hold them back from getting outside and enjoying the season to the fullest. Following up on last summer's award-winning "Dear Summer" campaign where Winter extolled the virtues of Summer through a series of jealous letters, this summer's work - created by The Community - is delivered in the form of classic break-up letters to which we can all (unfortunately) relate. In addition to TV, other elements of the campaign include radio, web banners and a promotion. The campaign is a reminder for us all to break free of the trivial, mundane parts of life that dominate the rest of the year, and get outside to Raise Summer.
VP of Integrated Production: Laurie Malaga Related |
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