That quietness is also one of the reasons the ad has had legs, Calkins suggested. “It suggests that the holidays can be festive even if it doesn’t include big gatherings.” “It is a quiet scene - it’s wistful and hopeful all at the same time,” he said. Tim Calkins, a marketing professor at Northwestern University’s Kellogg School of Management, agreed that the ad has particular resonance right now. “In times of uncertainty, people gravitate towards brands they know and trust.” “Every year, it helps reground people in the holiday spirit - which is one thing that doesn’t have to change in 2020,” explains Ann Legan, VP of marketing for Corona. This year, it takes on deeper meaning amid quarantines, working from home and aborted holiday gatherings. Like mall Santas, jam cake and that Mariah Carey song, the Corona ad has become a beloved tradition - running unaltered every year since its debut in 1990. The ad - consisting of a single shot of a beachfront cabana and a palm tree aglow in faerie lights as a disembodied voice softly whistles the Christmas tune “O Tannenbaum” - was rolled out again by parent Constellation Brands on Black Friday and will run through the holiday season. While brands like Heineken and Miller Lite directly addressed the pandemic in their holiday ads this year, Corona is saying, why mess with success? This marks the 30th anniversary of the brand’s classic “O Tannenpalm” spot, one of the simplest yet most enduring commercials ever. For one beer brand, it’s all about palm trees, solitude and a Mexican beach - a fitting message in an age of social distancing. For many of us, this time of year means Christmas lights, family gatherings and a winter wonderland.
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