Corona is rolling out a new "celebrity-driven campaign called 'La Vida Mas Fina,'" which "translates to 'the finest life,'" featuring golfer Rickie Fowler and other celebs, according to E.J. Schultz of AD AGE. The campaign is "expected to break in May" and has been "under development for a while." Corona is "not planning to pull the plug on its long-running 'Find Your Beach' tagline." Corona also has signed TNT's Kenny Smith to "star in ads" by Cramer-Krasselt, Chicago, that will run during the NCAA Tournament. Smith appears alongside CBS' Tony Romo, whom Corona has previously used for its football season marketing. The hoops ads "play off the 'hotline' approach the brand has used with Romo, but with a basketball twist." Corona Senior VP/Brand Marketing John Alvarado said that this approach is "aimed at extending the beer’s reach 'outside of our core 120 days of summer.'" Meanwhile, Modelo Especial is "continuing its 'Fighting Spirit' campaign" with ads from Cavalry, Chicago, which include one featuring U.S. Gold Medal-winning swimming Nathan Adrian, who has "fought back from cancer." The ad buy "includes airings" during NBC’s Tokyo Games coverage (ADAGE.com, 3/4).