W+K Amsterdam Debuts “This is Living” Campaign for Corona

Rikkaruoho + Kennedy Amsterdam and Corona still want you to “Find Your Beach”, but now they’re giving you more of a reason to go there—we thought an ice cold beer with lime was a pretty good reason, but oh well. W+K Amsterdam won the account last year and its first ad for the “This is Living” campaign will make you wanna roll out of bed, rip up the surf, and drink beers with your friends all night, like Pedro Bahia does in “The Flow.” In the spot, the pro Brazilian surfer catches a giant wave, strolls up the beach, and cracks open a cold one. Apparently, drinking skunky beer is the life.

The other spot, “Lime Ritual,” artfully compares dropping a lime into a Corona with plunging into the sea, both pretty common for people who have found their beach. W+K Amsterdam’s executive creative director Mark Bernath explains that the new “This is Living” campaign is the obvious progression for the brand, “Corona’s new creative positioning is an evolution of the brand’s iconic style — it’s still visually guided by the beach as it has always been, only now we are bringing more meaning to the reasons to go there.”