Comex:
Regalón Regalitro
Regalón Regalitro has always been more than a promotion,
it’s a national tradition.
But this year, we wanted to take it further. To make sure everyone felt seen.
We reimagined the campaign to represent all our audiences,
across ages, regions, identities, and everyday realities.
We brought our iconic maestro pintor to life in new ways, showing him not just as a symbol, but as someone who belongs everywhere:
in the north, the south, the coast, the mountains, with abuelos, mothers, genzies, familias, and every face that makes Mexico what it is.
Because a true national campaign doesn’t speak to the masses.
It reflects them.
And when people see themselves in the story, they don’t just watch it…
they feel part of it.
Como Te Voy
A Olvidar
Launching the brand’s most beloved and recognizable campaign under a new tone of voice was no small challenge, so we decided to make it unforgettable.
One of the insights we’ve pushed as creatives is simple but powerful:
Comex is not only on the walls and facades of millions of homes,
it’s woven into the daily life of Mexico.
Our iconic paint buckets are everywhere: in food stalls, on sidewalks saving parking spots,
as flower stands, stools, tables,
transformed into whatever life calls for.
They’re more than packaging.
They’re part of the culture.
Just like music.
So for this campaign, we partnered with one of the most beloved bands in Mexico: Los Ángeles Azules.
Their music, no matter where you are, makes your body move and your heart follow.
We created four pieces that brought the real world to the screen.
Where our buckets live, breathe, and move with people.
Where paint isn’t just product, it’s part of who we are.
We spoke directly to our two key audiences: professional tradespeople and do-it-yourselfers, while celebrating two deeply traditional seasons in Mexican culture.
A new voice for the brand.
But the same soul that belongs to everyone.
