Bacardi has started a television and cinema advertising campaign in the UK for its namesake rum brand.

The company said late last week that the ad, which will run for six weeks in the country, is part of the brand's GBP20m (US$33.1m) marketing spend in the UK in 2011. It will air on C4, E4, Film4 and Sky Atlantic TV channels, as well as in cinemas across the country for the same six-week duration.

The TV ad is part of a marketing plan that will also include a partnership with Bauer Media to sponsor segments on both Kiss and 4Music radio. The campaign will be supported by consumer print and outdoor advertising with a presence online, coupled with an experiential programme including a festival programme, which sees the brand at RockNess, Lovebox and The Big Chill in the UK this summer.

The ad can be viewed below.