"La Playa Awaits": Corona Brings a Beach Mentality to The Last of Us

What do you get when a beach-loving beer teams up with a show about fungal zombies and emotional devastation? A brand partnership that somehow…works.

Corona and HBO’s The Last of Us have joined forces for the “La Playa Awaits” campaign, a collab that celebrates Season 2 of the series and Corona’s 100th anniversary. 

The premise? No matter how bleak things get, there’s always room for a beach mindset—even if you’re navigating quarantine zones, dodging Clickers, or processing the emotional wreckage of Episode 2 (if you know, you know).

The campaign spanned multiple brand touchpoints:

• Corona was served at the Season 2 premiere and an influencer screening in Brooklyn.

• Gabriel Luna (aka Tommy) starred in two custom ads where he stumbles on a cold Corona and takes a rare moment to relax—something his character could definitely use more of.

• A sweepstakes gave fans the chance to win The Last of Us merch, including a special edition Taylor Guitar, as seen in the series.

It’s a playful contrast, with Corona’s easygoing, sun-soaked identity set against the show’s darker themes. But that contrast is what makes the campaign land. It doesn’t try too hard or feel out of place. Instead, it leans into the irony just enough to be memorable.

From a marketing angle, it’s a solid example of tapping into fandoms without forcing the fit. The show adds cultural momentum, and Corona stays relevant by meeting audiences where they already are—safe on the couch, watching people fight for survival, beer in hand.