Bacardi rum has teamed with red-hot actor/director Michael B. Jordan on a digital short that promotes the brand’s premium collection.
Titled, ‘The Angel’s Share,’ the short film was co-directed by the Creed actor and filmmaker Jordan, a self-professed “rum guy” and captures the history, heritage and story behind the aged premium rum portfolio.
Jordan was joined behind the camera with Emmy-nominated director Paul Hunter to tell the story of family, legacy and the Bacardi premium rum aging process. The narrative-driven film centers on a term used to describe that as a spirit is aged in a barrel, some of the liquid evaporates, creating ‘The Angel’s Share.’ As the barrels of premium rums age under the Caribbean sun, more angel’s share is lost than other spirits. With shots of aged rum barrels, dancing and old family photographs, the film celebrates the vibrancy, traditions and warmth of the brand’s Caribbean roots.
Conceptualized by Jordan and Hunter, the film follows three characters – a ‘Maestro de Ron,’ a bartender and a Bacardi family member – who each tell their own version of the angel’s share story. The campaign seeks to educate consumers on how rum is crafted through the immersive Latin Caribbean-inspired story.
Agency: BBDO New York