Crown Imports is running “Refreshing Change of Beer”, an advertising campaign for Corona Light launched in April 2012. Aimed at post-college graduates, the campaign consists of two TV spots, “Stan” and “Mark”, and a customizable “Rut Buster!” Facebook application, which offers rut-busting alternatives for those who find themselves caught in a monotonous routine. Both ads open with a still-frame montage, featuring two young males helplessly moving through life’s daily routine; eat, work, brown bottle light beer, sleep, repeat. The cycle is only broken when they make the trade-up to a refreshing Corona Light. From there, a, refreshingly different night ensues. The spots end with the new tagline, “A Refreshing Change of Beer.”
Click on the image below to play the Stan video in YouTube (HD)
Click on the image below to play the Mark video in YouTube (HD)
Corona Light will also launch the “Rut Buster!” Facebook application in June, which allows users to create, customize and share a “Rut Buster!” video montage with Facebook friends who are in danger of falling into one of their own. Upon receiving a “Rut Alert!” on their Facebook wall, the recipient can choose to “Bust my Rut” by selecting the post and revealing their personalized “Rut Buster” video. The recipient can then choose to create a response video or “bust out” another friend in his or her network.
The Corona Light campaign was developed at Goodby Silverstein & Partners by executive creative director Jamie Barrett, associate creative directors Nick Spahr and Jonathan Graham, copywriter David Roth and art director Grant Piper, and agency producer Conor Duignan.
Music was produced at Marmoset Music, Portland, by composer Brian Hall, producer Ryan Mathew and composer Grant Piper.