McCann-Erickson unveils a new TV spot in its pounds 14 million
Bacardi Breezer campaign this week, mixing a little fam-ily tension into
the previous ’Latin spirit in everyone’ theme.
The ad, which runs until July on terrestrial and satellite channels,
opens in a plush tea room at the Ritz hotel as a sheepish-looking
twenty-something introduces his smartly dressed girlfriend to his
parents for the first time.
The young man’s hawk-eyed mother clearly intends to establish whether
the girl is appropriate daughter-in-law material and subjects her to a
starchy interrogation. The girlfriend looks nervous but never responds
verbally. Instead, a series of Latin American-style flashbacks reveal
her true, wild side.
The mother begins with: ’I hear you do a lot of work in the community,’
at which point the girl is seen in a cowskin miniskirt, spinning bottles
behind a bustling Caribbean-style bar. When asked what she did at
university, the girl remembers racing around half-naked, towel-flicking
hunky students and partying late into the night in a variety of
Finally the mother asks how the two lovers met, at which point the
youngsters look sheepishly at each other and are seen cavorting in a
room filled with foam bubbles, before the girl throws the young man on
to a sofa and leaps on top.
The camera then focuses on a tray of Breezers with the tagline: ’Bacardi
Breezer, with Latin spirit in everyone.’ The scene finally cuts back to
the hotel, as the mother passes over a plate asking ’Tart?’, while the
girl splutters, embarassed, into her tea.
Bacardi UK’s marketing manager, Roger Harrison, said: ’The ad shows the
brand’s independent spirit.’
The ad was written by Chris McDonald, art directed by Matt Stratham and
directed by Howard Greenlagh for Godman. Media buying is by Universal