Visual candy in an ad solves the first rule of attraction—get people to drop whatever they’re doing and pay attention to the brand instead. In this new “Welcome to Malibu” commercial from Malibu Rum and Wieden+Kennedy London, the visual candy on display makes it hard to look away.
In a call to action that embraces both hedonism and adventure, Malibu suggests: “Do Whatever Tastes Good.”
Doing whatever tastes good is a broad canvas. Eating ceviche tastes good. So does drinking freshly cracked coconut water. The line is about more than food and beverage. It’s about feeling free, something that summertime, a gathering of friends, cocktails in a can, and bumpin’ beats help make real.
The commercial was produced by RadicalMedia and directed by music video impresario Dave Meyers. The commercial also benefits from an urban remix of “Call Me Maybe” by Carly Rae Jepsen.
What makes this spot better than the rest is the tight weave of fantasy and reality. For instance, we see the exotic and inclusive world of Mythical Malibu with the help of “Coco,” the coconut horse.
Coco, for my money, is the star of this show.
