The Community makes the first Corona campaign for total market

The multicultural agency based in Miami, The Community, developed the new campaign for the beer Corona Extra. The initiative celebrates the partnership of the brand with Premier Boxing Champions, a new boxing night aired on several TV and cable networks in the U.S.The campaign was launched with the spot {Never alone/Nunca solo;www.produ.com/publicidad/videos/index.html?Noti=10744} that portray cameos of the professional boxers Deontay Wilder, Danny García and Leo Santa Cruz. In the video it is possible to see the deep connection between the fans of the sport and their favorite boxers.The song Hard to Handle by Otis Redding serves as a thread for the film, which shows that when a boxer recieves a blow, his fans feel it. And when he wins, they celebrate as if they were there with him. Corona is an essential part of that thrill in this commercial.The Community has worked with Corona on campaigns aimed at the Hispanic market and the general market, but this is Corona’s first campaign for the total market. It is the first time that a Corona campaign is conceptualized, created and directed for both markets.It will be aired in the U.S. on television – in English and Spanish – and also in digital and radio.