Ad of the Day: Winter Narrates Mournful Letters to Summer in Corona’s Evocative New Ads

'Let's get together'

Headshot of Tim Nudd

Corona Extra's new campaign from SapientNitro agency The Community will resonate potently in certain parts of the country—the ones that were blanketed by snow for months on end this past winter.

The spots are narrated by Winter, who writes letters of complaint to Summer, which end up being more like love letters. The approach is sort of hokey, and there's nothing particularly breakthrough about the imagery, either—it's a step above stock. And yet the elements combine into a surprisingly evocative snapshot of the season, and a dreamy reminder of how it's all the more magical because it's long awaited and short lived.

The copy is playful, and the gruff voiceover has just the right amount of charm. The product is nicely incorporated, too, and is cast as the beer of Summer. Indeed, the tagline, "Always Summer," suggests it's beyond Winter's reach entirely. That's a fun twist on the brand's "Find Your Beach" idea. And it's nice to see actual beaches in the brand's advertising at a time of year when you don't just have to imagine them.

The best Winter can do is bring the ice.


Client: Corona

Agency: The Community

Chief Creative Officer: Jose Mollá & Joaquin Mollá

Creative Director: Rodrigo Butori

Art Director: Aaron Willard

Copywriter: Aaron Zimroth, Matias Blazevic, Ibon Iraola

VP of Integrated Production: Laurie Malaga

Senior Producer: Julio Rangel

Account Director: Maryanne Dammrich

Account Associate: Daniel Gergely

Account Executive(s): Sophia Gonzalez

Account Coordinator: Erika Rivera

Production Company: Partizan

Director: John Dolan

Director of Photography: Alex Lamarque

Executive Producer: Sheila Stepanek

Head of Production: Jennifer Gee

Producer: John Benet

Offline Editing House: Beast Editorial

Online Post House: Vapor Post

Editor: Rob Watzke

Assistant Editor: Evelina Gokinayeva

Producer: Mary Stasilli

Music House: Circle of Sound

Composer: Circle of Sound

Producer: Guillermo De La Barreda

Color Correction/VFX: Vapor Post

Audio Mix: Elastik Music

Producer: Luli De Oto

Mixer: Gustavo Briceno

@nudd Tim Nudd is a former creative editor of Adweek.
Publish date: June 1, 2015 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT