See Pedro Pascal’s first ‘La Vida Más Fina’ ads for Corona Extra

The search for the fine life goes beyond the beach in MullenLowe’s latest campaign

Published On
May 22, 2024

Editor's Pick

Pedro Pascal brings his chill vibes to MullenLowe’s new campaign for Corona Extra, leaning into the brand’s Latin roots while refreshing its “La Vida Más Fina” theme to extend beyond the beach.

The concept is that “La Vida Más Fina” is a state of mind, not a specific environment, and that drinkers must “learn to let go”—to leave stress behind—and make an active choice to embrace the fine life.

This is illustrated in a hero spot (above), in which Pascal orders a Corona at a bar and then embarks on a journey—part fantastical, part slapstick—that embodies this idea of letting go and finding joy anywhere.

“To us, Pedro is the perfect embodiment of the Fine Life—easygoing, approachable, wise but not pedantic,” Chris Adams and Ross Cavin, creative directors at MullenLowe Los Angeles, told Ad Age. “We wanted to let Pedro be Pedro. We leaned into his inherent positivity, swagger and effortless cool to show the world that the Fine Life is attainable, and it's as simple as letting go and refreshing your perspective with an ice-cold Corona in hand.”

A 30-second cut of “One Man’s Journey” will air Wednesday (May 22) on linear TV during the NBA Conference Finals. The campaign will continue through the summer on platforms including streaming services, broadcast and cable TV, and social media.

Pascal also made several Spanish language spots:

 
 

“‘La Vida Más Fina’ was born from Corona’s Mexican roots, and as a modern Latino brand, Corona wanted to highlight this perspective in a way that would resonate with the growing bicultural audience and how they consume content,” said Adams and Cavin. “Corona’s audience consumes content in both Spanish and in English, and we believe there is power in having a unified voice that can flex, reflecting the modern consumer experience.”

“We believe every Corona symbolizes the optimistic feeling you have when you’re on a beach, no matter where you choose to enjoy one,” said Matt Lindsay, chief marketing officer at Constellation Brands. “Partnering with a talent like Pedro has added a new dimension to our ‘La Vida Más Fina’ campaign, marking an evolution in tone and bringing a fresh perspective that we hope will inspire people to let go of the stresses of modern life.”  

Ad Age reported earlier this month that Constellation Brands has launched a creative review for Corona Extra. As spokesman, Pascal succeeds Snoop Dogg, the lead character in the “La Vida Mas Fina” campaign for the past three years.

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Credits

Date
May 22, 2024
Client :
Corona Extra
Client :
Corona
Agency :
MullenLowe
President :
Javier Passerieu
Executive Creative Director :
Carlos Alija
Executive Creative Director :
Laura Sampedro
Creative Director :
Chris Adams
Creative Director :
Ross Cavin
Sr Copywriter :
Caleb Nyberg
Sr Art Director :
Peter Watson
Copywriter :
Michelle Chocron
Head of Integrated Production :
Dieter Lebbe
Senior Producer :
Whitney Husnik
Director of Business Affairs :
Davina Turnbull
Business Affairs Manager :
Valerie Neibel
Group Account Director :
Adam Thomason
Account Director :
Caroline Calleros
Account Director :
Eric Reilly
Account Supervisor :
Olivia English
Account Supervisor :
Donald Waltz
Senior Account Executive :
Izze Minzer
Assistant Account Executive :
Alexandra McBride
Sr Project Manager :
Jade Whitford
Group Strategy Director :
Lucas Rodriguez
Group Strategy Director :
Sam Schaitberger
Strategist :
Terrence Lewis
Junior Strategist :
Griff Nuelle
Director of PR :
Erica Samadani
Group Account Director :
Kayla Gorski
Production Company :
MJZ
Director :
Craig Gillespie
Executive Producer :
Noah Goldsmith
Line Producer :
Martha Davis
DP :
Masanobu Takayanagi
Editorial :
Cut + Run
Managing Partner :
Amburr Farls
Head of Production :
Brady Fiero
Producer :
Brian Scharwath
Editor :
Frank Effron
Senior Assistant Editor :
Mitch Goldberg
VFX :
Method
Creative Director/Visual Effects Supervisor :
Jesse Bradstreet
Flame Lead :
Ian Holland
Executive Producer :
Dez Macleod Veilleux
VFX Producer :
Sarah Ford
Production Manager :
Heather Gyimesi
Color :
Company3
Colorist :
Dave Husey
Producer :
Jenny Roberts
Original Music :
Caya
Executive Creative Director :
Ben Einziger
Executive Producer/Partner :
Kiki Einziger
Creative Director :
Tim Adams
Audio :
Lime
Audio Engineer :
Matt Miller
Audio Assistant :
Ian Connie
Executive Producer :
Susie Boyajan
Producer :
Cassie Underwood

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Project Type