Salute Garage Rock With A Captain & Coke

Given that many lifestyle brands are also publishers today, brands have an opportunity to bring beauty and intelligence into the world, not just more “Look at Me!” adverts.

For instance, King Tuff’s new single, “Danger in the Dark,” was created for the Captain Morgan brand’s new global advertising campaign, The Tavern Series, which premiered in Mexico last week.

“Danger in the Dark” will also appear on the Vermont musician’s forthcoming album Black Moon Spell, which arrives Sept. 23 on Sub Pop.

To me it seems like a good deal for all parties. Capt. Morgan borrows equity from a popular garage rocker and the artist makes money to fuel his career and reach new audiences.



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.