Following the iconic rum brand’s 1,000th award milestone, BACARDÍ rum is hitting “play” on summertime vibes and sun-soaked festivities in its colorful “Move Like It’s Summer” creative ad campaign.
Created by BBDO New York, The new iteration, under the brand’s “Do What Moves You” ethos, encourages everyone to embrace their summer selves, seize the flavor of life, and soak up every ounce of sunshine this summer with BACARDÍ in hand.
Centered around summertime sips – including BACARDÍ Real Rum Canned Cocktails and cups brimming with BACARDÍ Coconut and BACARDÍ Superior rum-infused cocktails – the newfangled campaign plays up the warm-weather occasions we’ve all been waiting for.
“We wanted to celebrate that spontaneous, carefree and liberated feeling that comes so naturally with the summer season,” notes Laila Mignoni, Global Head of Brand Marketing Communications for BACARDÍ rum.
Mignoni adds, “We were able to capture that sentiment through all the spot’s creative elements, colorful transitions, and of course, the music, which really shined through with a huge thanks to talented directing duo, Cliqua. Their strong background in music was the perfect accompaniment to the upbeat campaign we envisioned.”
From lively block parties to carefree beach days – each vignette bursts with life as we bid farewell to the ordinary and slide into the season of spontaneity, beach lounging, and day parties that turn into night parties.
Que Calor by Major Lazer and J. Balvin sets the tone in all the clips, stirring up spirited dance parties from a balmy shoreline to a bustling street corner, each complete with BACARDÍ Real Rum Canned Cocktails and tropical concoctions for all. Watch the 30-second hero video below:
In ‘Beach Day,’ cutdown, a man discovers disconnected wires buried beneath the sand, which he plugs together to blare “Que Calor” through a freestanding wall of speakers on the beach. To the crack of the can opening, surrounding beachgoers hear the music and ditch their outer layers to reveal vibrant clothing and tropical flair.
A woman on a sun lounger raps her nails on the side of her BACARDÍ Real Rum Canned Cocktail, the color of her nail polish changing along with the flavor of the can.
In ‘Block Party,’ a woman on a balcony holding a BACARDÍ cocktail looks down at a crowded, busy street intersection. “Que Calor” is playing through a small radio until she motions from her window for the crossing guard to crank up the volume. The guard smiles and places a megaphone in front of the radio to amplify the music.
A full-blown dance party emerges around her, and her shoes transform in color with each step, as dozens of coconuts tumble out of a BACARDÍ branded delivery truck, and partiers sip tropical rum cocktails while jamming to the sounds of summer.
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“BACARDÍ is all about doing what moves you, and there is no better time to adopt that mindset than summer,” says Ned Duggan, Global Senior Vice President for BACARDÍ rum. “We believe in keeping that spirit alive year-round, but it’s always exciting for BACARDÍ when summer rolls around, since that’s when people are really looking to break free of the winter funk, get out and spend time with loved ones.”
The spots will run through September 2022, and will live on Meta, Snapchat, Pinterest, YouTube, Spotify and National TV.
The spot will air during the NBA Playoffs, cable originals and within premium Connected TV environments.
CREDITS:
CLIENT: BACARDÍ
- John Burke – Chief Marketing Officer
- Ned Duggan – Global SVP Marketing
- Laila Mignoni – Global Head of Brand Marketing
- Erica Son – Senior Global Brand Manager, Digital
- Erika Lam – Director, Brand PR
AGENCY: BBDO NY
- David Lubars – Chief Creative Officer, BBDO Worldwide
- Alex Booker & Philip Sicklinger – Executive Creative Directors
- Jack Mastrototaro – Junior Art Director
- Mia Potter – Junior Copywriter
- Mikaal Hurry – Project Management Director
- Alex Gianni – Head of Content Production
- Jessica Cocarro – VP, Group Executive Producer
- Julia Millison – Senior Music Producer
- Kathy Bannon – VP, Broadcast Business Affairs
- Pamela Smith – Talent Services Manager
- Steven Panariello – Managing Director
- Mike Andreozzi – SVP, Senior Director
- Josh Freeland – VP, Account Director
- Amelia Giebal – Account Manager
- Rafael Rautha – Social Director
- Griselda Sanchez – Social Manager
- Zach Kula – VP, Group Strategy Director
- Raheal Aragawi – Strategy Director
Production Company: SomeSuch
- Cliqua – Director
- Sally Campbell – Co-Founder
- Tim Nash – Co-Founder
- Anura Idupuganti – Executive Producer
- Roger Zorovich – Head of Production
- Salli Zilles – Line Producer
- Miranda Sidor – Production Supervisor
Local Service Production Company : Cosmo Cine
- Bernardo Portella – Executive Producer
- Guilherme Meirelles – Line Producer
- Tadeu Bijos – Creative Producer
- Luiza Faria – Finance Supervisor
- Juliana Mansur – Production Coordinator
EDIT: Cabin
- Robert Lopuski – Editor
- Chris Kelley – Assistant Editor
- Adam Becht – Executive Producer
- Hope DuHaime – Senior Producer
COLOR: Company 3
- Tim Masick – Colorist
- Ryan Moncrief – Color Assistant
- Kevin Breheny – Color Producer
VFX/Finishing: Foreign Xchange
- Gosia Herman : VFX Producer
- Jan Kriwol : VFX Associate Producer
- Pshemek Drosik – VFX Supervisor
MUSIC: GEMS
SOUND DESIGN: Wave Studios
- Aaron Reynolds – Sound Designer/Mixer
- Isaac Matus – Mixer
- Vicky Ferraro – Executive Producer
