Summer parties with the only summer beer

     I've always liked the ideas behind Corona's market campaigns, hang out with friends, enjoy life, and "share a cold one with some bros." Yet this commercial "Dear Summer" went somewhat of a different direction. The company not only wants to associate itself with friendship and travel, but quite often we see Corona on a beach, in the water, and in an ice bin because of the outdoor heat. The ads never show the beer in the winter. Almost as if the beer isn't sold in the winter.

      The commercial itself which aired on television as a 60 second ad with an online longer version of 92 seconds featured a man narrating a letter from Winter to Summer, as if they were two human beings. The online version was a slowed down tv clip with spread out piano notes and slowed syllables. It also it's felt like a slow-motion tv version, yet one could tell that it was not. The letter read spoke of Winter being "jealous" of Summer because of how much fun people had. It spoke of swimming, singing, and drinking. The ad directly quotes "you(Summer) even have a beer of your own(Corona)" in which the company claims ownership as the beer of summer. Is it really though? I'm not sure, I don't drink, but what I do know is that the image of Corona is connected to warm bright air, the ocean, and yes Summer. I did like the "Dear Summer" style of the ad, even though it was directed at people around the ages of 20's and 30's. It highlighted the traveler within you, an adventurer that only one beer can bring out of you in the summer, Corona.

P. S. It also showed a bit of creativity by filling a backpack with ice and placing some cold one inside.