Diageo is to launch a new advertising campaign for one of its flagship brands, Captain Morgan, in the US.

The new campaign, 'Got a Little Captain in You?,' demonstrates how Captain Morgan drinkers, can create the unexpected spark to transform everyday moments into extraordinary experiences, the company said yesterday.

The advertising will replace the decade-old 'The Captain was Here' campaign.

"'The Captain was Here' campaign overwhelmingly brought to life the Captain's unique spark of mischief and his fun-loving roguishness by illustrating how he is integral in transforming good times into great experiences," said Hernando Ruiz-Jimenez, Captain Morgan group brand director. "With awareness of the Captain's persona at an all time high, it was time to evolve our advertising to reflect the consumer's desire to actually play this starring role by asking the question, 'Got a Little Captain in You?'"

The advertising campaign, created by incumbent Captain Morgan brand advertising agency Grey Worldwide, will initially feature two spots, 'Anthem' and 'Piggyback,' with more creative currently under development.

The first series of advertisements will run on both local and national cable networks beginning immediately and will be featured on such cable networks as USA, VH1, Fox Sports Net, E! and F/X.

In addition to these two broadcast TV spots, the 'Got a Little Captain in You?' campaign will also be featured in Print (FhM, Maxim and Stuff), OOH, Cinema as well as in numerous other unexpected and alternative mediums.

"The consumer response from these two ads, in particular, have been overwhelmingly positive," Ruiz-Jimenez said. "In fact, this advertising campaign has scored higher than any other advertising creative for the Captain Morgan brand."