The Corona Extra 'Dear Summer' Commercial Recounts the Season's Highlights
Jana Pijak — July 29, 2015 — Marketing
References: adweek
Corona Extra's 'Dear Summer' ad is a clever commercial, conceived by the creative team at SapientNitro agency. Unlike most beer commercials, this ad is sentimental, recounting summer's most memorable moments by someone who knows little about it, winter himself.
Narrated by the voice of winter, this ad poses a series of concerns or complaints and is an open letter to summer. Appearing jealous of summer's gorgeous weather, warm temperatures and endless outdoor activities, winter protests his rival season's charm while a montage of beach bonfires, sandy hikes and hangouts with friends plays on the screen.
Corona Extra's 'Dear Summer' ad is blended with a dub of Claude Debussy classic Claire de Lune, making it extra sentimental for those who will long the days of summer at its end. In addition to being one of Mexico's most successful brands, Corona Extra is also a favorite among North American beer drinkers and markets to this demographic in its latest, seasonal ad.
Narrated by the voice of winter, this ad poses a series of concerns or complaints and is an open letter to summer. Appearing jealous of summer's gorgeous weather, warm temperatures and endless outdoor activities, winter protests his rival season's charm while a montage of beach bonfires, sandy hikes and hangouts with friends plays on the screen.
Corona Extra's 'Dear Summer' ad is blended with a dub of Claude Debussy classic Claire de Lune, making it extra sentimental for those who will long the days of summer at its end. In addition to being one of Mexico's most successful brands, Corona Extra is also a favorite among North American beer drinkers and markets to this demographic in its latest, seasonal ad.
Trend Themes
1. Sentimental Advertising - Brands have an opportunity to connect with consumers on an emotional level by using sentimental storytelling in their advertisements.
2. Seasonal Marketing - Seasonal campaigns allow brands to tap into the sentiments and experiences associated with specific times of the year, enhancing their relevance and appeal to target audiences.
3. Cultural Crossover - Brands can leverage cultural elements and preferences to connect with diverse consumer segments and expand their market reach.
Industry Implications
1. Advertising Agencies - Advertising agencies have an opportunity to reinvent traditional beer commercials by incorporating storytelling techniques that evoke emotions and resonate with viewers.
2. Beer Manufacturing - Beer manufacturers can explore seasonal branding and marketing strategies to create unique experiences for consumers and increase customer loyalty.
3. Beverage Distribution - Beverage distributors can align with seasonal beer brands to capitalize on the increased demand for specific products during certain times of the year.
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