Rum is an intoxicant that makes people happy, at least for awhile.
If you were given the opportunity to promote the product, how would you capture the spirit of the spirit?
If you’re like BBDO, you would get people moving to the beat.
You would start and party, and keep a party going.
“If it’s a floor, it’s a dance floor.” That’s a great line because it takes something we take for granted—floors—and makes them into a platform for good times.
Attitude is missing from so much advertising today. David Lubars and crew at BBDO ain’t havin’ it. Their work for Bacardí’ is dripping with attitude but it is the right attitude.
Dancin’, Dancin’ in the Streets
Here’s how the agency kicked off this danceable campaign two summers ago.
“Every brand wants to have a place in music,” Liz Walaszczyk, global head of music at Bacardí’ told Variety. “The Sound of Rum is Bacardí with a beat.”
Major Lazer’s Jillionaire is Bacardí’s “Minister of Rum,” with responsibilities that include music initiatives and “throwing cool parties around the world.”
“Make the world smaller by making the party bigger.” Yes, brah.
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