With Memorial Day behind us, summer has unofficially begun. For Bacardi, that means it's time to break free. So the brand is partnering with BBDO NY and Major Lazer, popular DJs who have gone on to become one of the most popular acts in show biz among the millennial crowd.

 

And they are partnering as only Bacardi can.

 

Boomerangs are filling up social media news feeds everywhere – quick back and forth videos that loop scenes and moments of life. They’re fun to watch, but they can also become reflective of the repetitive cycle in which we often find ourselves.  Doing the same thing, every day, day after day.

Bacardi wants people to break that cycle. The brand’s new summer film imagines a whole Caribbean town stuck in a Boomerang - an infinite loop that can only be broken by summer, Caribbean vibes and, of course, Major Lazer’s new hit.

 

To Bacardi: It’s summer. Break free.