Vox Veritas: Corona

You could argue that the ads that work hardest to communicate a brand are those with the fewest words. Because true brand work is not about how you sell yourself. It's about how you portray yourself.

One brand that manages to do this not just smartly but with a sense of humor is Corona. Picture this scene: Open on crystal blue water, gently rolling surf and an idyllic white beach. A clear, unlabeled bottle of beer topped with a slice of lime sits on a stump in the foreground. We wait. Then, we slowly pan around to reveal a sign that was being blocked from sight by the bottle. The sign reads “Nude Beach.” The Corona logo appears. The ad is over.

With two words, I have gotten the message — this is a light, refreshing beer, perfect for relaxing on a hot day. And I get the message because it is not some overly comic or clever concept meant to sell me on the product. The voice is in the tone here. It’s the “story” of the ad. Its humor has a very relaxed sensibility, like the brand. The tone of the ad is slow and calm, combined with the soothing ambient sounds of the gentle surf. And I am lulled into wishing I had one. How’s that for compelling?

This is not to say that words aren’t important or even vital. It is to say that, like a product is not a brand, words are not a voice. And the more fine-tuned the voice, the more precise the copy is able to be. In a world where so much is being communicated to us in so many ways, the best (the Apples, GEs, VWs, etc.) get through by being simple, clear and true. If you find you’re having trouble doing so, perhaps a Corona can help.

Write responsibly.— Steve, Copywriter