McCanns ups Bacardi’s ’Latin’ feel

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.

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

outrageous outfits.



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

McCann.



Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).