Corona put its logo on $100 stock photos for latest outdoor ads

The price was right for Corona Extra’s latest campaign. We Believers, which works with the brand in Latin America, wanted to to continue enhancing the association with beach sunsets for OOH ads in Peru, Argentina and Ecuador. But the production budgets in those markets are limited, so the agency found a low-cost solution: license $100 stock images of the sun setting over the ocean—where the reflection looks like a Corona bottle—and add the brand logo to them. There were no additional costs, as the images were purchased without any retouching needed. Also read: We Believers founders launch agency focused on U.S. Latinos It might seem odd to celebrate the use of stock art in a campaign for such an established brand, but Gustavo Lauria, the agency’s co-founder, president and chief creative officer, told Ad Age it was a practical solution that is bringing value to the streets where the ads are running. “In cities overwhelmed by advertising visual pollution that most people prefer to ignore, I see great value in displaying giant pictures of sunsets where the sun’s reflection is shaped like a Corona bottle, topped only with the logo. The campaign spreads a much-needed sense of relaxation and connection with nature,” Lauria said. More Creativity coverage from Ad Age: Sign up for our daily Creativity newsletter to see the best stories of the day.

Corona put its logo on $100 stock photos for latest outdoor ads

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