Editors' Choice: Brilliant spot by BBDO New York tells the entire story from the waist down
BACARDÍ has become a brand synonymous with music and entertainment. Whether it’s making music (InstantDJ) or helping fund it (Music Liberates Music), everything they do inspires people to do what moves them. In fact, it is what inspired the new brand tagline, “Do What Moves You.” This summer is no different with BACARDÍ releasing dance-inspired creative reminiscent of a music video.
The ad creative is uniquely told entirely from the waist down. It features an eclectic group of dancer friends meeting up for a rum-fuelled night in the Caribbean. Throughout the spot, each friend dances to create a different musical sound through the movement and expression of their hips, legs, and feet. As the group comes together, their sounds mix together, forming a track by DJ trio, Major Lazer, longtime BACARDÍ friends and collaborators.
“BACARDÍ is a brand that inspires movement, both physical and emotional, and the purest expression of movement is through dance. We deliberately chose not to show any faces because faces are usually what marketers use to convey emotion. By focusing on the physical and emotional movement evoked from the waist-down, we think viewers will feel even more inspired to move,” said Laila Mignoni, Director of Creative Excellence, BACARDÍ. “You watch the spot and feel an instant connection to do what moves you.”
Directed by Tom Kuntz, music by Major Lazer, and choreographed by dance legends, Rich&Tone, the film features five different professional dancers from around the world – Los Angeles, Miami, Jamaica, the Dominican Republic and Mexico – bringing together different rum cultures and individuality that comes through in their dance moves.
In addition to the film, the campaign includes dance-themed OOH and a musical social activation debuting later this summer.