Pedro Pascal Embraces Corona Season in Refreshed 'La Vida M谩s Fina' Campaign
With summertime just around the corner, the Corona family of brands is welcoming 'Corona season' with a vibrant evolution of its 'La Vida M谩s Fina' campaign. The new campaign highlights the bilingual acting talents of Emmy Award鈥搉ominated and SAG Award鈥搘inning actor Pedro Pascal. Pedro鈥檚 playful delivery and laid-back style punctuates the core theme of the campaign that La Vida M谩s Fina (translated as 'The Fine Life') is a state of mind - an active choice to let go and find the fine in life all around you.
鈥淚鈥檓 proud to partner with an iconic brand like Corona,鈥 said Pedro Pascal. 鈥淲orking with Corona is a reminder to sit back, let go, and appreciate the moment, and I couldn鈥檛 be more proud to help define the next chapter of La Vida M谩s Fina.鈥
As is printed on every bottle and can, Corona is crafted to be La Cerveza M谩s Fina (the finest beer), and the campaign brings this classic positioning to life in bold new ways. Marked by several commercials, in both Spanish and English, and a comprehensive multiplatform rollout, the latest iteration of 'La Vida M谩s Fina' is a sweeping demonstration of the brand鈥檚 modern Latino ethos that redefines what it means to live the fine life.
鈥淲e believe every Corona symbolises the optimistic feeling you have when you鈥檙e on a beach, no matter where you choose to enjoy one,鈥 said Matt Lindsay, chief marketing officer at Constellation Brands. 鈥淧artnering with a talent like Pedro has added a new dimension to our 鈥楲a Vida M谩s Fina鈥 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.鈥
The new work is the fourth iteration of the Corona 'La Vida M谩s Fina' campaign, developed in partnership with creative agency MullenLowe. The campaign officially kicked off with a 30-second commercial, called 'One Man鈥檚 Journey,' on linear TV during the NBA Conference Finals on May 21st. The rollout will continue throughout the summer across multiple platforms, including streaming services, broadcast and cable TV, and social media.
