La Comunidad (www.lacomunidad.com), a global independent advertising agency, has developed a new TV spot titled “Party Mashup” for the “It Only Gets Better” Corona Light Campaign. The spot, which is the second execution of the campaign, launches this week. Rather than the traditional images of beaches, the spot features New York City-based DJ’s, “B-Roc” Ruttner and James “JPatt” Patterson, who make up The Knocks.
The spot will air nationally on CBS, ESPN, ESPN2, NFL Network, TBS, NBA TV, Turner Sports and Versus. It will also be supported by an out-of-home campaign launching in May in key markets that include Southern California, New York City, Chicago and Miami.
The new campaign from independent advertising agency La Comunidad continues to build on the unique premium quality and casual nature of the brand. “Party Mashup,” the second execution of the campaign features two rooftop parties. One casual party and another that’s more high-end, come together by means of music and Corona Light. When the casual party is interrupted by loud music coming from the more upscale party, a moment of tension is resolved as the DJ’s join their music together. The upbeat mashup makes the music at both parties even better and is met by cheers and toasts from the crowd.
“B-Roc” Ruttner and James “JPatt” Patterson, who make up New York City-based DJ’s The Knocks, play themselves as the DJ’s in “Party Mashup,” using their own song “Make It Better” and “It’s Like That” by Run DMC.
“This new campaign captures both the casual attitude and party spirit that Corona Light has come to represent,” said Jim Sabia, Executive Vice President of Marketing for Crown Imports. “The creative highlights the active personality and character of Corona Light drinkers and the strong energy they bring to any given situation.”
“The idea of mashups related to Corona Light’s ‘It only gets better’ platform, is a big idea,” said Jose Molla, Co-founder and Co-Chief Creative Officer of La Comunidad. “This campaign represents the open minded spirit of the Corona Light consumer—when the interruption of the party is embraced by the crowd, they create an even better experience.”
Agency: La Comunidad
Chief Creative Officer: Jose Molla
Executive Creative Directors: Ricky Vior, Leo Prat
Agency Head of Production: Laurie Malaga
Account Director: Tim Rivera
Account Supervisor: Maria Van Thienen
Planning: Richard Monturo/ Carlos Arcos
Director: Paul Hunter & Dori Oskowitz
Production Company: PRETTYBIRD
Director of Photography: Mattias Montero
Executive producer: Ali Brown
Producer: Julien Lemaitre
Editorial Post-Production: Gary Knight/Peepshow Post
Music Post-Production: STIMMUNG