Believe it or not, I’ve been trying to track down a picture of this awesome billboard for a long time, but to no avail, until now. A few years back while on a train ride to New York City, I saw the same billboard as pictured above in Newark and thought it was one of the coolest beer ads ever. Corona ads have always taken a different approach from other beer brands. I praise Corona’s ad campaigns for making abundantly clear that they are a different breed than your average brew. This is cerveza. Sure, it’s easy to sell beer to frat boys. Bud, Miller Lite and Coors Light ads, all seem to say “I’m a masculine guy who loves sports and sexy women who love sports, now let’s get wasted!” Listen up, I’m not giving Corona props just because they were brazen enough to feature the Garden State in one of their ads, but they actually do present themselves in a more sophisticated light.
“Bundle up!” not cheery. pissed. have to walk outside in 19 degree weather. shovel. scoop. toss. shovel. brush snow off car. get into car. residual snow falls onto seat. sit down, ass gets wet. turn car on. crank up defroster. get out of car. scrape ice off windshield. spray de-icer on windshield. begin to drive even though glass still fogged up. “Can’t be late for work!” obviously not smiling. roll down window. more snow falls into car. stick head out so I can see where I’m going. wonder why I don’t live here:
The regional aspect of this billboard accomplished more than what an average ad could. Back on that train ride, I took a glimpse of the billboard for a fleeting second but the image stuck with me. Momentarily, my mind was whisked away to the alluring, mysterious, and deserted island of New Jersey where beer runs from bathroom faucets and the warm ocean water is blue and the sand is soft and white. This visual only works for a few seconds until I abruptly flashback to what I actually have to deal with on a daily basis. In the winter, I wait about a minute and a half for my faucet water to become luke warm, so let me verify that no beer comes out. Then of course, our ocean water is usually frigid, which is more scary than refreshing even on sweltering days, and it’s dirty, nay, probably contaminated. The sand? Fuggedaboutit. Broken shells, cigarette butts, garbage, mashed up jellyfish, crab carcasses, used condoms; It’s all displayed for you like an unexpected putrid potpourri. You thought a vacation at the Jersey Shore was supposed to be all fried Oreos and Snookie? Ha. It’s a tough call but I’m going to say that Corona’s imaginary Jersey Island is intensely more appealing. I can envision myself right now relaxing on the beach, with my feet massaged into the soft white sand and the only thing I might have to defog is my sunglasses.
*A big thanks goes out to Michael William Sullivan for taking this perfect shot of the Corona Billboard. I’ve gone to several lengths to get a hold of this ad directly from Corona and the ad agency who created it, but neither were helpful. It would seem that presenting an ad on a blog could only mean free advertising for the product, right? Maybe next time when The Sexy Armpit knocks on their door they’ll give up the goods. Check out all of Michael William Sullivan’s excellent photography here at his Deviant Art page.