Bacardi has linked up with Bad Bunny producer Tainy for the latest music-led activation to promote its namesake rum mark.
The Grammy-award-winning artist scored a remix of Elvis Crespo’s song, Tu Sonrisa, for the advert. The 30-second ‘spot’, directed by Alfred Marroquin, shows residents of a tower block hearing Tainy’s remix and heading to the rooftop to dance.
The advert (below) will be aired on TV networks including MTV, NBC, and Bravo, as well as streaming platforms Netflix, Amazon, Paramount+ and Hulu. It will also be rolled out across “key markets worldwide”, including Canada, Mexico, the Netherlands, the UK and the US.
A “teaser” will also be shared on the brand’s social media channels.
The campaign is the latest asset from the Bacardi brand’s ‘Do What Moves You’ platform, which launched in 2018 and “celebrates Latin culture and the infectious rhythms that move us”. According to the brand owner, the ad “marks the beginning of a partnership between Bacardi and Tainy that will continue over the coming months, extending the celebration through additional music- and culture-driven moments”.
Tainy, who hails from Puerto Rico, is known for his work with SuperBowl headline act Bad Bunny, as well as Latina artists Dua Lipa and JLO.
“The new campaign exemplifies Bacardi’s commitment to celebrating the moments where music, movement, rum, and culture intersect,” added Bacardi’s global VP, Pedro Mendonça. “We’re thrilled to partner with two Puerto Rican powerhouses, Tainy and Alfred Marroquin, to reimagine a classic song and demonstrate how a beat can elevate everyday experiences into something electrifying.”
Today’s launch follows Bacardi’s musical partnership for the rum in the UK last year that features singer Joy Crookes.
