Crown Imports has unveiled its first US television advertisement for Modelo-owned beer brand Pacifico.

The advert features surfers, expatriates, chickens, pescadores, and travellers setting their schedule to "Pacifico Standard Time." It will run throughout 2007.

Crown, a 50-50 joint venture between Grupo Modelo and Constellation Brands, will also launch seven print and outdoor ads to follow up its "Mexico via Pacifico" print and outdoor campaign for the Pacifico brand last year.

Print ads will run in national magazines, including Backpacker, Blender, Esquire, Maxim, Men's Health, Playboy, Popular Mechanics, Rolling Stone and Sports Illustrated until the end of the year, the company said.

"Consumers are drawn to Pacifico's unique taste and adventurous lifestyle attributes," said Crown Imports' vice president of promotional marketing Kevin Kramnic yesterday (24 January). "The new 2007 advertising campaign continues to focus on Pacifico's prestige, which comes from the memories of travelling through Mexico, and its strong connection to that experience."