Editor’s note: This article contains spoilers for “The Last of Us” season two.

Dive Brief:

• Corona is tying together a wide-ranging “The Last of Us” integration with themed commercials set in the post-apocalyptic environment of the popular show, according to information shared with Marketing Dive. The commercials will air on ad-supported Max subscriptions and social media channels
• The effort is part of Corona’s “La Playa Awaits” campaign, which celebrates the beach mindset. The spots star “The Last of Us” actor Gabriel Luna, with title sponsorship of the show running until May 31.
• Part of a push by the beer to integrate itself into popular culture, the tie-up also includes co-branded retail displays in select environments, a full-day Max takeover, custom content, social posts and other activations.

Dive Insight:

Corona, owned in the U.S. by Constellation Brands and Anheuser-Busch internationally, playfully reminds consumers they can achieve the beach mindset even amidst a zombie apocalypse in its latest ads. While the dark, often violent nature of “The Last of Us” may seem to run counter to the beer’s branding, the partnership with the Max show sees Corona leaning into popular culture as a way to connect with consumers. The messaging of the ads reflects the ongoing “La Playa Awaits” brand platform. The first spot “Wish You Were Here” aired on April 13, the same day the first episode of the show’s new season dropped on Max.

The cinematography of the two spots, “Wish You Were Here” and “A Day in Paradise” bear a striking similarity to the worn-out look of the show. Both ads feature Luna, who plays Tommy in the show, miraculously finding ice-cold Coronas amid the destruction around him. With a sip, he is able to forget his current circumstances and relax.

Luna is not the only “The Last of Us” cast member to star in a Corona commercial. Pedro Pascal, who plays Joel, starred in a bilingual commercial for the brand in 2024. The choice to use Luna instead of Pascal may be a deliberate one. While Joel is one of the main protagonists of season one, his violent murder in episode two of the second season cut short his run on the show. As Joel’s brother, Tommy provides a connection to the beloved character while also maintaining a significant presence in the story.

“The Last of Us” has proven to be a hit for Max, with the season two premier reaching 5.3 million viewers, up 13% from the season one premier. Outside of the show, the video game franchise has sold over 37 million copies as of 2022, according to developer Naughty Dog.

The spots are just one part of Corona’s integration with the show. Other activations include sponsorship of the show’s Los Angeles premier and an influencer pre-screening in New York, title sponsorship of both seasons and a one-day Max takeover on April 27. Digital content produced for the collaboration includes branded bumpers, custom content and social media posts. A retail activation where fans have the opportunity to win exclusive merchandise, including a replica of the Taylor Guitar 314c featured in the show, extends the collaboration beyond the digital world.

“La Playa Awaits” launched on March 27, coinciding with MLB’s opening day. The brand platform celebrates Mexican beach culture while positioning the beach as a mindset, rather than a physical place. Visuals for the campaign show consumers enjoying Corona away from the beach, such as an apartment rooftop. This is a departure from the format previously employed by the brand, which usually involved celebrities relaxing on a beach.

Constellation Brands posted a Q4 of fiscal year 2025 revenue of $2.16 billion, a 1.17% year-over-year increase, according to an earnings call. The company plans on incrementally increasing marketing investments as its beer business continues to grow, according to CEO Bill Newlands.