Another ‘refresh’ campaign has been recently developed to promote one of the global brands in the US. This time, it has nothing to do with Pepsi and social causes —the new project is promoting the Corona Extra Mexican beer and reminding the Hispanic residents of the U.S.A. of their great roots.

The campaign called “Efresca Quienes Somos” (Refresh Who We Are), involves two spots, which encourages the Latinos people to remember that they should be proud of their common identity and should keep it wherever they live, even in the all-absorbing American culture. The promotional project, developed by the La Comunidad agency, is primarily targeted at Hispaniс men and women of 21-34.

The creative group made two light-hearted humorous spots, “Soccer” and “Baile”, which celebrate the vibrating nature of the Hispanic community.

The first video introduces a man Jose, who is dancing “like a marionette”, and “even a grandma moves better” than he. The Hispanic people in the bleachers are singing a song, criticizing his way to express himself on the dance spot. They even tell him to call Santo Domingo, one cool guy, and ask to ship him some rhythm. Still, Jose manages to improve without any extra help and finds “his rhythm again” with the help of Corona, inspiring other dancers move around him in a very hot way.

The second ad brings forth a guy who is holding a ball with his hands in the beginning, but when he hears Hispanics singing a funny song about Latinos, who always kick balls and take a bottle of beer with their hands, he passes his piece of  sport equipment to another player and grabs his Corona.