I am dreaming: Corona's 'Find your beach'

Here is a brand that clearly owns a territory in every consumer's mind - the beach. They have owned it for years, and if they don't screw it up, they will own it for as long as they wish. Cramer-Krasselt was the agency that originated the beach-concept, and Corona should be paying them dividends for as long as this concept airs.

The above version is a slight deviation from any previous iterations of the beach concept. It seems the Corona folks are trying to expand their brand territory, leaving the beach, and move into new territories. A smart decision? I don't think so. I hope it's only a one-off, and they stick to the beach.

I get the 'Find your beach' idea. I am just not sure if I am looking for it in the mountains. The color of the Corona beverage in my mind doesn't fit together with snow-covered mountains, or a lake in what appears to be Michigan or Washington. Corona equals beach. A tropical beach that is.

Nevertheless, this is a brilliant commercial, very well executed on every level. The soundtrack is perfect - it takes you on a 0:30 second vacation to various places. Why am I sitting in an office tower in Manhattan again? And after all, they tie it back to the beach in the end.

On a side note: whoever came up with the idea to film the actors/models from behind should be paid 1/10th of all the money Corona saved in not having to pay full usage rights for the rest of his life - it must have been hundreds of thousands of dollars over the years.

MAD SCORE: +5

Although the above version in my opinion only scores a +4 - due to the fact that they are leaving the beach temporarily - the overall Corona beach concept deserves a +5, and should included as a case study in any text book on advertising.