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Bacardi taps Michael B Jordan to direct film for new rums - video

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Bacardi has rolled out a digital campaign for its new premium rum collection in the US, co-directed by actor and filmmaker Michael B Jordan.

The company said this week that 'The Angel's Share' campaign will run on digital platforms as well as out-of-home across the US, and on Jordan's Instagram. The activation tells the story of "family, legacy and the Bacardi... rum ageing process".

The campaign is the first digital ad spot for the company's new rum collection, which launched earlier this year. The line-up includes Bacardi Añejo Cuatro and Bacardi Gran Reserva Diez, which join existing rums Gran Reserva Limitada, along with the redesigned BacardiÍ Reserva Ocho in the group's 'premium' collection.

"We first connected with Michael last year when he attended No Commission - our art platform in partnership with The Dean Collection," said Roberto Ramirez Laverde, VP Bacardi for North America. "When it came time to produce 'The Angel's Share' film, we knew he was the perfect person to get behind the camera to tell our story."

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