Since its birth in Mexico, Corona has embraced the country's progress as a purpose, becoming a representative of what the Mexican spirit is capable of achieving.

However, when we talk about representation, the way in which Mexicans are portrayed is still far from our true potential. For this reason, one of Corona's goals is to break down stereotypes that do not do justice to how Mexicans really are.

For years, the film industry has portrayed Mexico through a yellow filter. The reason for this is because in cinema yellow denotes heat, risk and danger. This has created a misleading image of Mexico, which has not only generated millions of memes on social networks, but has affected tourism and perception before the rest of the world.

Mexico may be the worst country photographed in cinema, but ironically it has the best cinematographer in the world: Emmanuel “Chivo” Lubezki, winner of three Oscars. That is why during the last Oscars, Chivo together with Corona presented Unfilter Mexico, an invitation addressed to the entire film industry to stop portraying Mexico with the yellow filter and start doing it with their real colors, leaving yellow, only for our beer.

Our insight comes from the way Mexicans are portrayed through negative stereotypes, in contrast to how well received Corona is in the world, being a symbol of Mexican quality and excellence.

For this reason, our main message was to demand that the entertainment world stop using the yellow filter with which Mexico is portrayed, having as its main target the film industry through the voice of an authority such as Chivo Lubezki. At the same time, it was important that this message reach all Mexicans inside and outside the country to join this demand.

We selected the broadcast of the 95th edition of the Oscar Awards, one of the most important nights for the industry, so the challenge made by Corona and backed up by millions of Mexicans would be heard in the loudest possible way.

A one-minute film in which “Chivo” Lubezki (Mexican director of photography winner of three Oscars) explains the problem of the yellow filter and then launches the invitation to Hollywood and his colleagues. At the end, invites to leave the yellow only for the Corona beer.

This video was broadcast during the 2023 Oscars live transmission at the biggest TV Network of Mexico.

+57 MM views

+73 MM interactions

+326 MM impressions

+45 MM reach

99% positive sentiment

50% of growth engagement rate

One of the most viewed and shared Content in the history of Corona Mexico.