Bacardi has unveiled a new £70m global advertising campaign, created by Rainey Kelly Campbell Roalfe/Y&R. The launch of the "You in?" campaign marks a major change in Bacardi's global approach and invites consumers to join in with the brand's "free-spirited attitude to life". In "sunset", set to Primal Scream's 'Moving on Up', a group of friends climb up successive floors to stay in the sunlight as they drink Bacardi. The second spot is called "salmon", featuring men dressed up as salmon running a marathon.

This article was first published on Campaign Work

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