Dude, You’ve Been Punked by The Captain

Diageo’s Captain Morgan Rum is an entry level spirit, an easy switch from beer. Thus, the brand’s marketing is aimed squarely at 21-24 year old drinkers.
What do people in this demo want? According to the brand and its interactive partner, MRM Worldwide, they want pranks. And since everyone’s all about their mobile handset these days, why not deliver said pranks on that platform?
So next time, you’re feeling ornery, bold, drunk or lame, log on to Calling All Captains and send your buddy a bogus voice message. He or she will no doubt adore you for making the effort.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.