Advertisers work hard to grab our attention. The successful ones create campaigns with main themes and characters we remember. Think Coke’s Polar Bears or the Budweiser Clydesdales.
From time to time, an ad executive strikes that rare gold mine – the one commercial that works so well and speaks so perfectly that the ad itself becomes iconic. Coke did it with “I’d Like to Teach the World to Sing;” Apple with “1984;” and Hershey does it each Christmas with “Christmas Bells.”
Corona Extra hit the gold mine with “O Tannenpalm,” the simple yet iconic advertisement that runs from November until January 1st each year. Almost everyone can whistle along with “O Tannenbaum” as the unseen resident in the cabana by the sea flips the switch on the Christmas lights that adorn one of the palm trees outside.
It’s a 30 second holiday tradition that viewers know in an instant. A still frame from the advertisement takes center stage on Corona’s homepage for the holiday season because it is such an immediate association. This advertisement has taken viewers to faraway beaches in our minds since 1990. At 25 years old, it is the beer industry’s longest continually running TV spot, and one of the longest-running holiday advertisements of all time.
Corona Extra marked the anniversary with a behind the scenes video. The original director talks about how he chose that little cabana by the sea and shares the secrets that you don’t see in the commercial (here’s one hint: alligators!). Company executives also weigh in on why the advertisement has aged so well and the company’s plans for “O Tannepalm” moving forward.
Feliz Navidad, and thank you for 25 years of mental escape, Corona Extra.