Corona Light

Corona has stayed true to the straightforward yet effective ad campaign for many years now.  There is only so much you can do with a bottle of beer and a tropical beach but they keep coming up with new ways to spin the commercial.  Over the years I believe the Corona commercials have been successful because of the simplicity. 

Typically the Corona commercials have no words and just the sound of the ocean breeze and waves crashing.  This new commercial adds a bit more to the Corona advertisement and I can’t say I am a fan.  I understand the idea behind the commercial- if you drink a Corona, no matter where you are it will take you to a state of relaxation.  Who doesn’t want a beer that can remind you of the tropical shores of an exotic place? 

My biggest critique is the racial divide in the commercial.  Maybe I am just being cynical, but is it necessary to have the black man sitting in a chair away from the other two individuals while they are enjoying the scenery?  If the approaching woman is apologizing for being late they must have been sitting there for significant amount of time.  This commercial should convey a feeling of comfort and relaxation.  Even the ending frame leaves me looking at four of the most uncomfortable people sitting drinking beers by the ocean.   Also when the woman arrives, considering the black man is sitting a seat away from everyone else you would at least expect him to hand her the beer as she takes a seat.

It seems as if Corona took a risk with this advertisement by adding words and a new atmosphere.  I understand the effort to change things up but I do not believe it was a success.  They have done a wonderful job of creating an image for a beer that people will want to drink when relaxing or in a tropical setting.  They have also created this image with a very low budget production.  Maybe it is time for them to start brainstorming for a new commercial idea.  After all there are few companies that stick to one commercial idea especially in the beer industry.