MERCADEO Versión en español
Leo Burnett Mexico And Corona Break Down Barriers
Manuela Walfenzao| 9 de noviembre de 2016
Diego Luna, protagonista de la campaña
Corona, the beer brand symbol of Mexican spirit worldwide, launched a campaign designed by Leo Burnett México, starring Diego Luna. The commercial, titled The Wall is part of the Desfronterízate (Un-frontier-yourself) campaign and highlights the importance of breaking barriers, after Donald Trump’s threat to build a wall on the border between the two nations.The spot was directed by Rodrigo Saavedra from Landia Mexico. In the video Luna appears jumping and climbing walls, and suggests people break all their own barriers, defeat challenges and reach their goals. “You are your only frontier” says Luna at the end, right before breaking down a wall. Daniel Pérez Pallares, VP Creative at Leo Burnett Mexico, reported “‘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.”The piece will be aired in Mexico in November and December. It isn’t the first Mexican pride campaign Luna stars in. For the Mexican soft drink Jarritos, he directed a moving piece on immigration titled The Journey.
