Pacifico is leaning hard into its most recognizable asset, its signature yellow, in a new campaign from Day One Agency that turns the color into a full-blown mindset.
Titled “Choose Yellow. Choose Pacifico,” the campaign positions yellow not just as branding, but as a way of moving through the world, vibrant, spontaneous, and impossible to ignore. In a cultural moment often defined by muted palettes and safe choices, Pacifico is making a case for standing out.
The work unfolds across a series of energetic, sensory-driven spots that trade polished storytelling for lived-in moments, late nights, unexpected detours, music, heat, and connection. Together, they frame “Choosing Yellow” as a call to chase what feels alive.
The 30-second centerpiece, Not Just a Beer, transforms Pacifico’s iconic life ring into a portal, pulling viewers through a cascade of experiences: friends veering off onto a bike trail, a taco stand lit by laughter and spice, a party glowing in yellow light. Each moment builds on the last, reinforcing the idea that Pacifico is less about the product and more about the energy surrounding it. Watch below:
In the 15-second Yellow Door, a group of friends stumbles upon a bright yellow door in the back of a bodega—music thumping behind it. A nod from the shop owner is all it takes. They open the door and step into a hidden party, where the night fully comes alive.
Another 15-second spot, Living Yellow, pushes that idea further, using quick, high-impact cuts to show yellow as a kind of magnet, pulling people into spontaneous, high-energy moments where life feels fully switched on.
Across all three spots, Pacifico’s yellow isn’t just present, it’s the connective tissue. The films build meaning around the color, backed by Bohemian Like You by The Dandy Warhols, a track that reinforces the brand’s laid-back yet confident spirit.
“Pacifico’s bright yellow cans were a natural opportunity,” said Jamie Falkowski, partner and CCO at Day One. “We turned one of the category’s most recognizable assets into a feeling. ‘Choose Yellow’ invites people to take action, to have a point of view.”
Now live across broadcast, online video, and social, the campaign marks Day One’s second major push for the brand, building on last year’s “Find Your Own Way” platform.
CREDITS:
BRAND: Pacifico
AGENCY: Day One Agency
- Producer: Keaton Savage
- Post Producer: Emily Gordon
- Post Supervisor: Robbie Stern
- Head of Production/GSVP: Jiffy iuen
- IP: Emily Dimon
- SVP Brand: Lauren Salazar
- Creative: Tim Clarke, Emma Sullivan, Brent Pritchett, Corey Schneider
PRODUCTION COMPANY: Easy Mondays and Rebolucion
- Director: Alina Montero
- EP: Asori Soto
- Dir of Photography: Adam Singodia
EDIT: Cutters
- Editor: Alison Grasso
- Producer: Natalie Stone
SOUND: Another Country
MUSIC: Heavy Duty
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