Bromley Unveils Coors Light Spots ala Southwest.

Bromley Communications announced the creation of new television spots for Coors Light, appealing to Southwestern lifestyles. The San Antonio agency assembled an “A-list” Hispanic creative and production team to realize the edgy concepts, including world-renowned director Angel Gracia and members of recent Oscar-nominated films Frida and Amores Perros.

“The results are exactly what we’re looking for,” said Catarino Lopez, Bromley creative director. “We put together a top-notch team that helped us capture the unique essence of the Southwestern Hispanic market portraying the social and active quality of the Coors Light brand.” The spots-Mañana, Chilaquiles, Vaqueras, and Uniforme- run the gamut of celebrating every aspect of the target consumer lifestyles, from wearing the everyday garb of the Mexican cowboy to winding-down a perfect night with a plate of homemade chilaquiles.

“This was a unique opportunity to work with a great team of production talents who’ve just come from working on Oscar-nominated projects,” said Gracia, who graces the prestigious roster of directors for RSA Films, Inc. “In particular, it’s important to start a project off with a strong visionary foundation, which all of these spots definitely had.” Gracia’s recognition includes a MTV and Emmy awards for music video direction and his work has been short-listed for distinction at the Cannes Lions Festival.

The project also included art director Miguel Angel Dode and wardrobe stylist Melena de la Riva-both fresh off the set from Amores Perros-, as well as Regina Reyes, part of the Oscar-winning make-up team for Frida. The spots were recently unveiled at Coors Brewing Company’s Annual Distributors’ Convention in San Diego, Calif., where particular emphasis was placed this year on a continued commitment to the Hispanic market.

“We are really pleased with the work of Bromley Communications,” said Paul Mendieta, ethnic marketing director for Coors Brewing Company. “These four TV spots for Coors Light confirm that Coors Brewing Company made the right decision in choosing Bromley as our agency of record for the Hispanic consumer market.” The convention focused on the burgeoning Hispanic market with special appearances by Jeff Garcia, San Francisco 49ers quarterback, and Las Cinco de Maxim en Español models, part of a partnership with the publication for a Cinco de Mayo promotion. Also on-hand was the telenovela superstar Lorena Herrera, spokesperson for a 16 de Septiembre promotion.

“It was a marvelous day in Coors history, marking a new chapter in our efforts to reach out to our Hispanic consumers,” Mendieta said. The four spots are set to air in mid-April throughout the Southwest.