See Pedro Pascal's First 'La Vida Más Fina' Ads for Corona Extra

Pedro Pascal brings his chill vibes to MullenLowe’s new campaign for Corona Extra, leaning into the brand’s Latin roots while refreshing its “La Vida Más Fina” theme to extend beyond the beach.

The concept is that “La Vida Más Fina” is a state of mind, not a specific environment, and that drinkers must “learn to let go”—to leave stress behind—and make an active choice to embrace the fine life.

This is illustrated in a hero spot, in which Pascal orders a Corona at a bar and then embarks on a journey—part fantastical, part slapstick—that embodies this idea of letting go and finding joy anywhere.

“To us, Pedro is the perfect embodiment of the Fine Life—easygoing, approachable, wise but not pedantic,” Chris Adams and Ross Cavin, creative directors at MullenLowe Los Angeles, told Ad Age. “We wanted to let Pedro be Pedro. We leaned into his inherent positivity, swagger and effortless cool to show the world that the Fine Life is attainable, and it's as simple as letting go and refreshing your perspective with an ice-cold Corona in hand.”

A 30-second cut of “One Man’s Journey” will air Wednesday (May 22) on linear TV during the NBA Conference Finals. The campaign will continue through the summer on platforms including streaming services, broadcast and cable TV, and social media.

Pascal also made several Spanish language spots: "Banquet Table" and "Celia Cruz."

“‘La Vida Más Fina’ was born from Corona’s Mexican roots, and as a modern Latino brand, Corona wanted to highlight this perspective in a way that would resonate with the growing bicultural audience and how they consume content,” said Adams and Cavin. “Corona’s audience consumes content in both Spanish and in English, and we believe there is power in having a unified voice that can flex, reflecting the modern consumer experience.”

“We believe every Corona symbolizes the optimistic feeling you have when you’re on a beach, no matter where you choose to enjoy one,” said Matt Lindsay, chief marketing officer at Constellation Brands. “Partnering with a talent like Pedro has added a new dimension to our ‘La Vida Más Fina’ campaign, marking an evolution in tone and bringing a fresh perspective that we hope will inspire people to let go of the stresses of modern life.”

Ad Age reported earlier this month that Constellation Brands has launched a creative review for Corona Extra. As spokesman, Pascal succeeds Snoop Dogg, the lead character in the “La Vida Mas Fina” campaign for the past three years.

This article was published on Ad Age by Tim Nudd here.