Bacardi has hired the director of Eternal Sunshine of the Spotless Mind for its latest "multi-million dollar" global advertising campaign. 

The 30-second spot 'We are the Night' was directed by Michel Gondry and will air on US TV tonight. Bacardi said the move represents the "largest investment from the brand to-date". 

The campaign plays on the concept that, like the Bacardi bat, people come to life when it is dark. The creative is said to focus on the 'big night out' occasion. The Bacardi & cola serve will lead the brand's drinks strategy in the US while the focus will be on the mojito in Europe. 

"Bacardi understands the night better than anyone else given our brand icon, the bat," said Mauricio Vergara, CMO for Bacardi in North America, and global lead for the Bacardi rum brand. "We're on a mission to reclaim the iconic status of the Bacardi brand. A globally consistent strategy combined with strong investment in our core range and dynamic artist collaborations - such as No Commission with Swizz Beatz - are engaging people with the brand again."

The campaign also includes social media and out-of-home activities. 

Last October, Bacardi rolled out 'The House Party' ad. At the time global VP for Bacardi Fabio Di Giammarco told just-drinks the spend was "unprecedented in recent times" for the company.