USA: Captain Morgan launches new global campaign
"Here's to Bass" available in Canada and South Africa, along with "Mirage" and "Rescue", available in South Africa, were created by Grey Worldwide in New York.
The ads will be supported by a new print and outdoor execution called "Club Sandwich?", which entered the countries this Autumn.
"Here's to Bass" is a second TV ad that features a group of high-energy consumers enjoying Captain Morgan to "Captain-inspired" DJ music. The ad finishes with a couple who meet by literally bumping into each other thanks to the music and Captain Morgan.
"Mirage" and "Rescue" have both been created for the South African market. "Mirage" sees three men drawn not to the mirage of a beautiful woman in the desert but to the mirage of a bar selling Captain Morgan.
"Rescue" shows a mountaineer who won't part with his bottle of Captain Morgan even when he is pulled to safety.
Bob Ambrose, group head rums, gins and liqueurs for Seagram Spirits and Wine said: "The fun, party atmosphere that Captain Morgan creates in 'Here's to Bass' is due to his irreverent humour. Captain Morgan's ability to bring fun and adventure wherever he goes is demonstrated by those enjoying his brand in this ad."
"Club Sandwich?" is the first in a global series of reality-based drinking occasion print and outdoor executions for Captain Morgan, continuing to build on a successful US campaign. It depicts a man marked with the Captain's beard and moustache, dancing closely with three women under the headline, Club Sandwich?
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