MullenLowe Unveils Refreshed “La Vida Más Fina” Campaign for Corona Starring Pedro Pascal

22 May 2024


MullenLowe introduced the latest installment of its “La Vida Más Fina” campaign. This iteration highlights the bi-cultural experience with Emmy-nominated and SAG award-winning actor Pedro Pascal as the brand’s new lead ambassador. The refreshed campaign marks a shift in tone for the brand as it leans into its Latino roots and leverages the bilingual acting talents of Pascal, who brings an elevated sense of style and charisma to Corona’s iconic la playa.

Pascal’s playful delivery and laid-back style punctuate the core theme of the campaign: that La Vida Más Fina is a state of mind and the fine in life is all around you. Featuring several films in both Spanish and English, the campaign kicked off with a 30-second version of “One Man’s Journey” on linear TV during the NBA Conference Finals. The rollout will continue throughout the summer across multiple platforms, including streaming services, broadcast and cable TV, and social media, making Pascal’s “La Vida Más Fina” a sweeping demonstration of the brand’s modern Latino ethos, redefining what it means to live the fine life.

“Working with a talented actor like Pedro on set is like watching art come to life. His ability to convey emotions with authenticity and craftsmanship elevated the entire campaign from start to finish,” noted Chris Adams, Creative Director at MullenLowe. Ross Cavin, Creative Director at MullenLowe, added, “La Vida Más Fina is something that you definitely know when you see it, and in Pedro Pascal, it’s impossible to miss.”