Corona Extra launches new ‘On Mexico Time’ integrated campaign via MC Creative, Sydney
Corona Extra has today launched ‘On Mexico Time’, part of the ‘From Where You’d Rather Be’ campaign, produced and developed by Sydney-based agency MC Creative, surf filmmaker Taylor Steele and photographer Chris Searl.
Filmed in Mexico over two weeks “On Mexico Time” took Steele, Searl and a handful of friends to all corners of Mexico, from Baja to the Caribbean and Pacific coasts, surfing each amazing break along the way.
Says Searl: “I’m not going to lie, shooting Corona is one of the best jobs going around. Drinking Coronas in Mexican beachside towns… the hardest thing is hitting focus.”
Says Todd Atkinson, Corona Extra marketing manager: “Lion, Grupo Modelo and the team at MC Creative have collaborated to take the highly successful From Where You’d Rather Be campaign to the next level. We are looking forward to sharing it with our consumers over this summer period as we unleash Corona’s largest ever Australian campaign across a variety of channels and through heavy weight promotion in bars and bottle shops.
“The track featured in the TVC’s is an original written and recorded by MT Warning during a stint at Corona’s new La Casa Artist Residency, a beachside haven where musicians, designers, photographers, artists, and surfers alike can escape, be inspired and create” said Atkinson.
On Mexico Time will be Corona’s largest campaign to date and will feature across outdoor, cinema, digital and print media across the Australian summer.
Creative Agency: MC Creative
Creative Directors: Chris Searl and Taylor Steele
Production Company: Title Artist Management
Executive Producer: Maree Mitchell
Line Producers: Raul Chapa and Gaston Levy
Director: Taylor Steele
Stills Photographer: Chris Searl
Cinematography: 
Todd Heater and Alejandro Berger
Post Production: The Editors
Editor: Peter Barton
Assistant Editor: Lincoln Caplice
Colourist: Christine Trodd
Online Compositer: Adam Archer & Lee Sandiford
Music Track: MT Warning
Strategic Director: Justin Smidmore
Account Director: Kieran Burke
Designer: Tegan Hendel
Client: Corona Extra, Lion Co
Chief Marketing Officer: Matt Tapper
Brands Director: Ben Slocombe
Marketing Manager: Todd Atkinson
Brand Manager: Piers Halleen
Grupo Modelo Oceania Region
General Manager Commercial: Garry Hastings
General Manager Marketing: Paul Tansley
Media Agency: Zenith Optimedia
Group Business Director: Ciaran Challis
Strategy Director: Uma Sekar
Account Director: Emily McConnell
24 Comments
Beautiful images. Corona, makes me ready for summer and a beer.
Good job.
Wasn’t this a Clems account?
From where you’d rather be. Abbotsford?
Reckon it’d be just that little bit better if the campaign was – ‘On Corona Time’.
But great images. Great track. Great feel.
Best
Shoot
Ever
i surf and this is as boring as batshit so cant imagine how the rest of the public will feel
Good to see this beautiful strategic thought created by GPY&R Melbourne, still going strong and 100% unchanged 2 agencies later.
epic
So the guys that shot and directed the last Corona campaign for Clems now have the account? Ouch.
Props to the guys for swinging a shoot in Mexico with waves babes and free beer but this is flatter than Bondi in summer. Yawn
Nicely cut PB!
Beer?
Ha. It seems the guys at Monster Children have “absorbed” the corona Account into their own makeshift creative agency. i think the term creative may be a tad overused here. The campaign looks exactly the same as the stuff we’ve seen from the last five years and was taken from an agency whose creatives established the idea. its obviously cheaper for corona to pay MC than Clems. And considering the copywriting is massively flawed ” on corona time ” would have a been a far better hook, I cant see this breaking any sales records for Corona. Time for a switch i reckon. mind you the guys at MC have obviously suckered the suits at Corona with free advertorial in their magazine, saved them Clems level retainers and have gotten themselves on a Mexican hiatus each year so who can blame them.
these guys have basically shot the campaign and snaked the client from right under the agency. take note whoever hires these jokers as not only is their one-trick-pony style of creative rapidly looking very dated, but they will also try and steal your business.
Corona left Clems because they left Fosters idiot. Clems had no choice. The copywriting was all George Patts originally.
Luv it. I know where I’d rather be.
Grupo Modelo, the owners of Corona, moved from the brand from CUB to Lion at the start of this year.
Lion obviously couldn’t continue to work with Clems because they hold all the CUB business.
Lion engaged Monster Children to develop new Corona work.
Monster Children have reshot the same campaign that was originally developed by CUB thru GPYR/Clems – literally, reshot it.
Same idea, same location, same director, same photographer, same tagline. It’s all the same, except not quite as good.
Whatever though – nice trip for agency & brand reps!
just me or is this lacking some soul? feels a bit like getty footage stuck together. Jiggly boobs at 0:30 but.
yes beer dude. correct. same tagline (except a little bit shitter), and same imagery, same director/photographer etc etc. its called….lets just do what we did last time and pocket the profits…either that or corona said, here ya go MC go on a paid holiday and bring us back a campaign and those “directors” and “photographers” who cant shoot a campaign without the creative direction from an agency or art director behind them ran out of ideas when they realised there was NO actual concept. That except flying in new school surf Hipsters and wannabe Bondi scenesters who spend their life documenting imaginary postured existences on instagram and facebook and document their MOCK Mexican adventures as they sip Coronas in exactly the same locations and light as the last campaign. BOOOORINGGGGGG
Cool story CD
So, Corona peeps, did you ask for your money back from their holiday? Maybe let them have the beer for free – the monster children deserve some respect for the bald faced, unhindered, pure audacity of adding zero value but costing heaps of peso’s.
Having one person slugging from a bottle in exactly the same way in every single shot is utterly artless. This is lazy photography and lazy art direction.
From where you’d rather be’ may work if youre freezing your balls off in somewhere like Wisconsin but this positioning is so far off for a warmer, cleaner, safer place like Australia. I’d rather be surfing the Pass at Byron sinking a Coopers than sipping cat piss in Baja any day
Except much, much more dreary.
Check it.
Ah, the smell of sour grapes. Lost the account did we? Or didn’t pick it up when maybe we thought we would when Corona moved from CUB to Lion? Jealous of an agency who do cool stuff?
I guess when the previous campaign that the same guys were behind had over 1 million views the geniuses who left negative comments thought it was time to totally change direction for the sake of being an advertising wanker. Smart. No wonder they don’t work on the brand.
I don’t work for MC Creative but like to acknowledge great work that’s beautifully shot.