Innovative cross-cultural agency the community has created a new spot for Modelo. Running as a national total market campaign – in both English and Spanish media, “ Welcome to Casa Modelo” or “Bienvenido a Casa Modelo,” showcases that people’s character is not only reflected in their everyday fights, passions and values, but also in the beer they chose.
In the spot, amid beautiful shots of a person building something in his garage, firefighters running out of a fire station, a chef moving around her fellow chefs in a restaurant kitchen, and a football team entering the field, a voiceover says, “This is the house of the passionate, this is the house of the brave. For those who keep fighting and honor traditions.” The spot then shows a Modelo brewery, and the voiceover says, “And this, this is the house of their beer. Casa Modelo.”
According to Leonardo Prat, VP, Executive Creative Director at the community: “We created this spot to showcase how ‘Casa Modelo,’ home of Modelo Especial and Modelo Negra, was born more than 90 years ago out of passion and perseverance with the goal to create and share beers rich in flavor and quality. Today, the Modelo brewery, or ‘Casa Modelo’ is still fueled by these character traits, and continues to celebrate people who fight for every day in everything they do.”
Creative Credits:
Agency: the community
Chief Creative Officer: Joaquin Molla
VP, Executive Creative Director: Leonardo Prat
Associate Creative Director: Marcelo Padoca
Associate Creative Director: Fernando Reis
VP, Integrated Production: Laurie Malaga
Senior Producer: Julio Rangel
Group Account Director: Mattia Nicodano
Account Director: Maryanne Dammrich
Senior Account Executive: Sandy Florez
Production
Director: Vincent Haycock
Executive Producer: Jackie Kelman Bisbee
Director of Photography: Linus Sandgren
Production Designer: Jason Hougaard
Executive Producer: Scott Howard
Producer: Pedro De Oliveira
Brand: Modelo Especial and Modelo Negra
Senior VP & Chief Marketing Officer, Constellation Brands: Jim Sabia
VP Brand Marketing, Constellation Brands: Ann Legan
Brand Manager, Constellation Brands: Katie Herrmann
Associate Brand Manager, Constellation Brands: Nisa Agrawal