Modelo 'Real World' by The Community

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Ads for the Mexican beer evokes Hispanic-American values

Beer brand Modelo Especial has launched an extension of its multichannel "Real World" campaign in three new TV and digital spots.

The creative by agency The Community (formerly La Comunidad) targets Hispanic Americans and focuses on values such as hard work and friendship.

The TV ads air exclusively in Spanish, while the digital versions are in both Spanish and English. The campaign continues the Anheuser-Busch InBev brand's reach beyond Mexico, where it has 63% of the market.

Each commercial ends with the phrase "In the real world, the most important rewards are not the ones that come to you but the ones you go to. Señores, the real world has everyday rewards."

Campaign credits

Client: Modelo Especial
Agency: The Community
Chief Creative Officer: Joaquin Molla, Jose Molla
Executive Creative Director: Leo Prat, Ricky Vior
Art Director: Fernando Reis
Copywriter:Marcelo Padoca
VP of Integrated Production: Laurie Malaga
Account Director: Maryanne Dammrich
Account Executive(s): Francis Clemenza
Production Company: Park Pictures
Director: Vincent Haycock
Director of Photography: Phedon Papamichael
Executive Producer: Jackie Kelman Bisbee, Mary Ann Marino
Head of Production: Ann Bobroff
Producer: Pedro De Olivera
Production Designer: Jay Hougaard
Editing House: Whitehouse Post
Editor: Shane Reid
Producer: Joanna Manning
Music House: Human
Composer: Kit Winter
Color Correction/VFX: Leo Lovera – Moving Forward Studios
Audio Mix: 10K Islands
Mixer: Daniel Abrusci

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