With the final decision to be made tonight, there’s a great shadow being cast by one of the presidential candidate’s intentions to build a massive barrier to stop Mexican citizens overcoming the borders and ‘fleeing’ to the United States. A new 90-second spot by company Cervecería Modelo that produces the highly-popular pale Mexican lager, Corona, aims to inspire and proudly celebrate generations of Mexican citizens, who, like Corona’s history, have overcome challenges and preserved to break physical and mental frontiers.
The campaign entitled characteristically “The Wall” stars Diego Luna, a Mexican actor famous for his roles in Y tu mama tambien, Rudo y Cursi, The Terminal, Milk and the upcoming Star Wars epic space opera film Rogue One. The spot is part of Corona’s overarching “Desfronterizate” campaign strategy (which can be freely translated to English as ‘Un-frontier-yourself’) and was also created by Leo Burnett Mexico. By creating this new word, which is yet to be found in the Spanish dictionary, the brands urge people across all generations to “break their barriers” and not only the “wall that mad man wants to build”, but also all the “walls we have here [in Mexico]” that can be seen throughout the encouraging spot.
The commercial was produced by Landia Mexico, and shot over three day in the Mexican capital by director and ‘natural story-teller’ Rodrigo Saavedra. Alexsandro B. X. Pinto, Brand Director at Corona explained that: “This campaign is very different from our other applications of the brand. Everyone is familiar with the iconic Corona campaigns but this time we want to pass a clear message to all Mexicans, to break their mental frontiers and keep progressing. We hope the message we’re sharing resonates not only with generations of Mexicans but with people around the world.”
“The Wall” will air throughout November and December on Mexican TV and be supported by traditional, digital and OOH installations. Daniel Pérez Pallares, Leo Burnett Mexico said in the press release: “‘The Wall’ ad directly speaks to consumers by addressing them personally, inviting them to break their own mental barriers. It inspires them to become their better selves, to not let others dictate their lives, to praise their perseverance and the efforts of others. Given Corona’s global influence and heritage in Mexico, they have a powerful voice to spread this message. We’re honored to work with them on such an important project.”
Credits:
Creative VP: Daniel Pérez Pallares.
Creative Team: Aldo González, Ariel Senzacqua, Gui Camargos, Federico Russi, Daniel Peréz Pallares.
Client: Grupo Modelo AB InBev
Marketing VP: Ricardo Días
Brand Director: Alexsandro Pinto
Communication Director: Alejandro Campos
Agency Producer: Jesus Almazan
Agency Chief of Production: Roberto Collazo
Producer company: Landia
Director: Rodrigo Saavedra
Executive Producer: Thomas Amoedo / Claudio Amoedo
DP: Pierre De Kerchove
Art Direction: Julian Romera
Costume Design and Wardrobe: Abril Alamo
Post Production: Clan VFX
SOUND DESIGN: Kung Fu Audio