Court Burkitt and Company has taken Malibu out of the local disco and
back to its Caribbean roots, with a raunchy pounds 2 million TV campaign
starting this weekend.
The spot, filmed in Jamaica, opens on a mass exodus from a small town.
It shows people trailing along a road with all their possessions loaded
on to cars and vans, with a preacher reading from his bible as he leads
the way. It is not clear why they are all leaving, but it seems that a
natural disaster is imminent.
Meanwhile, a group of friends is taking a taxi ride into the town, going
in the opposite direction from all its inhabitants. The taxi arrives at
a club, and the commercial’s driving soundtrack picks up as the group
enters a hot, pulsating party.
The endframe focuses on a bottle of Malibu, and carries the words:
‘Malibu warning.’ It is clear that the town has been abandoned because
the staid residents cannot suffer such an amazing party.
Lionel Knight, the joint managing director of Court Burkitt, said: ‘We
have deliberately developed a harder tone for the brand to demonstrate
its authenticity and credibility.
‘Malibu is produced in Barbados, and has genuine Caribbean roots - we
want to differentiate it from all the pre-mixed drinks available in pubs
and clubs.’
Media on the campaign is bought by Court Burkitt.
The commercial was written by Louise Roberts and art directed by Paul
Burch. The director was Jorge Rubia through Voyager Film.
The new line replaces the campaign’s previous endline: ‘The sun always
shines when it pours.’
