Bacardi "Sound of rum" by Abbott Mead Vickers BBDO

Bacardi has rallied a team of top bartenders to produce an ASMR-inspired campaign.

The 60-second spot, "Sound of rum", celebrates the brand’s Caribbean heritage by inserting the bustling sounds of cocktail-making into a song, with hip hop artist Swizz Beatz working as executive producer on the track.

This is part of Bacardi's wider "Do what moves you" platform – a music-based campaign that has included dance classes, live events and a collaboration with Major Lazer and Anitta on music track Make it Hot.

The work was created by Julia Merino and Greg Farrington, and directed by Bliss through 1stAveMachine. The media agency is OMD.


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