You Can't Take the Party Out of the People in BACARDÍ's New Spot
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Conceptualised by BBDO New York, the rum brand's first ever remotely shot digital ad debuts real-life roommates during lockdown
BACARDÍ rum announces the launch of its new digital spot, 'BACARDÍ Roommates', making it the iconic rum brand’s first-ever remote shoot conducted fully while the world was on lockdown. Featuring BACARDÍ rum varietals that include BACARDÍ Superior white rum and the brand’s latest product innovation, BACARDÍ Real Rum Cocktails, the new ad spot inspires people to do what moves you – even when the world stops moving, you don’t have to.
To authentically translate to screen how people are maximising their time in quarantine, BACARDÍ put out a casting call to find three real roommates to star in the new digital short film, where they were not only the actors featured in the spot, but also the camera operators, cinematographers, set and costume designers, hair and makeup glam team, crew and lighting coordinators.
The film follows the three roommates – Alina, Kiara and Raisa – as they make the most out of quarantining together with BACARDÍ through a series of relatable, at-home activities including choreographing a dance, singing karaoke from their couch, practicing at-home mixology, giving each other haircuts, relaxing on their rooftop, cheering on healthcare workers from the fire escape and more.
To prepare the roommates for the shoot, BACARDÍ, its creative agency BBDO New York and production company 1stAveMachine sent the three stars professional film and lighting equipment – teaching them how to use it remotely via live video chats – as well as interior decor to spruce up their space before the director virtually yelled action. Aptly titled 'BACARDÍ Roommates', the final spot is a result of 30 hours of Zoom meetings, two days of filming, 15 boxes of props, with zero outside people entering the set, culminating in an authentic narrative that tells the world that wherever people are spending lockdown, they can still do what moves them.
Project title: BACARDÍ Roommates
Chief Marketing Officer: John Burke
Global Senior Vice President: Ned Duggan
Creative Excellence Director: Laila Mignoni
Creative Excellence Manager: Avril Nunez
Director, Brand Public Relations: Jamie Williams Cooper
Creative Agency: BBDO New York
Chief Creative Officer, BBDO Worldwide: David Lubars
Executive Creative Directors: Danilo Boer and Marcos Kotlhar