Corona Wants to Break Down Walls in Latest Spot From Leo Burnett Mexico
The often dreamlike 90-second film stars Diego Luna delivering an inspiring message
The brief from Corona to Leo Burnett Mexico was simple: How do we highlight the importance of breaking barriers?
The answer is “The Wall,” a 90-second film for the Mexican market by Corona, a brand symbol of Mexican spirit worldwide. Diego Luna, a Mexican film star (Y Tu Mama Tambien, Rudo y Cursi) who has appeared in Hollywood films such as “The Terminal,” “Elysium,” “Milk” and the upcoming Star Wars film “Rogue One,” guides viewers through the streets of Mexico City, leaping from buildings and scaling walls.
Luna addresses the viewer as he travels through a world that’s part dreamscape and part cityscape, reminding us to be “angry at the walls we have here that don't let us move forward" and that “these clichés don’t define us.” By the end, Luna giddily smashes through a wall with a wrecking ball.
The launch is part of Corona’s overarching “Desfronterizate” campaign, a new Spanish word that can be understood as “break your barriers.”
Alexsandro B X Pinto, brand director of Corona, said, “This campaign is very different from our other applications of the brand. Everyone is familiar with the iconic Corona campaigns but this time we want to pass a clear message to all Mexicans, to break their mental frontiers and keep progressing. We hope the message we’re sharing resonates not only with generations of Mexicans but with people around the world.”
“‘The Wall’ directly speaks to consumers by addressing them personally, inviting them to break their own mental barriers,” Daniel Pérez Pallares of Leo Burnett Mexico said, “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.”