Modelo Especial - "Boxer"

the community

the community Miami, United States

1369

Brand: Modelo Especial
Country: United States

Advertiser: Grupo Modelo

Title	Boxer
Agency	the community
Campaign	Real World
Advertiser	Grupo Modelo
Brand	Modelo Especial
Date of First Broadcast/Publication	2015 / 3
Business Sector	Beers, Ciders, Lagers
Story	The community, a progressive, cross-cultural agency formerly known as La Comunidad, has recently launched a new national campaign for Modelo Especial. An extension of the beer brand’s “Real World” campaign, the community has created three new TV spots, plus digital, OOH and radio ads that capture the reality of consumers’ worlds, positioning Modelo Especial as a brand that shares not only their heritage, but also their attitudes and values – hard work, family and friendship. The campaign shows that Modelo Especial is there to celebrate those everyday moments that come from dedication, hard work, and going after your dreams.
Philosophy	The three new TV spots include: “Boxer” which showcases how loyalty and friendships are more of a reward than any trophy or championship could ever be. The spot features a boxer losing a fight but then going to a bar and feeling the love from his friends and loved ones. The spot states, “In the real world, the most important rewards are not about winning or losing, but about what you’ve already won along the way. Señores, the real world has everyday rewards.” “Last Day” shows how hard work and guts can turn dreams into reality. In the spot, a chef starts selling his personal items and his colleagues wish him the best on his last day working at a restaurant. The chef then opens his own restaurant among the praise of his loved ones. The spot states, “In the real world, the most important rewards are not the ones that come to you but the ones you go to. Señores, the real world has everyday rewards.” “Bar” shows businessmen making an offer to buy a family-owned bar and the young man pondering what to do with their check. When he sees old photos of his family in the bar, he tears the check into pieces. The spot states, “In the real world the most important rewards, are not about what can be bought, but what you are not willing to sell. Señores, the real world has everyday rewards.” The goal of the spot is to highlight the importance of staying true to who you are and where you came from. Targeting U.S. Hispanics, the spots are airing on TV in Spanish, and on digital in both English and Spanish. To view the three TV spots in both English and Spanish, please click here: http://we.tl/haE9Pj3pSa.
Media Type	Television
Length	30 seconds
Chief Creative Officer	Joaquin Molla
Director of Photography (DOP)	Phedon Papamichael
Executive Creative Director	Leo Prat
Executive Creative Director	Ricky Vior
Copywriter	Marcelo Padoca
Chief Creative Officer	José Molla
Director	Vincent Haycock
Account Director	Maryanne Dammrich
Art Director	Fernando Reis
Production Company	Park Pictures
VP of Integrated Production	Laurie Malaga
Account Executive	Francis Clemenza
Executive Producer	Mary Ann Marino
Executive Producer	Jackie Kelman-Bisbee
Head of Production	Ann Bobroff
Producer	Pedro De Olivera
Production Designer	Jay Hougaard
Editor	Shane Reid
Producer	Joanna Manning
Music House	Human
Music Composer	Kit Winter
Color Correction/VFX	Leo Lovera – Moving Forward Studios
Mix	10K Islands
Mixer	Daniel Abrusci
Editing Company	Whitehouse Post