Rum brand Bacardi is trying to win over millennials with a spot that shows a house party taking place on the back of a truck and picks up more and more people as it drives along.
Called ‘The Truck,’ Bacardi’s latest video is part of the brand’s first campaign launch since it revamped its advertising earlier this year and handed creative duties to BBDO and OMD Worldwide.
According to the company, the film was shot with a hand-held camera to draw in users and make them feel like they are part of the story.
Mauricio Vergara, chief marketing officer for North America and global lead for Bacardi, said: "Our heritage and history is very important to us, and we wanted to create something where consumers feel like we can be part of their story and they can be part of ours. That’s why the ad isn’t overly stylized or overtly ad-like."
He said that the campaign is supposed by an unprecedented amount of advertising and promotional spend.
“It’s an exciting time for the brand. We have been bold with the structural changes we’ve made and we’re going to be bold with our creative choices. The stakes are high and we are in this to win,” he added.
The spot will air tonight during shows including American Horror Story: Hotel, Jimmy Kimmel Live and SportsCenter. Online, it will appear on Pandora, Hulu, YouTube, ESPN and others.
Bacardi is also hosting house parties along the east coast as part of its experiential push. It will host a ‘Bacardi Untameable House Party’ on Halloween in Philadelphia where consumers can enjoy a party and musical performances on the back of a flatbed truck.
The truck will then make stops in DC, Atlanta, and Miami throughout the rest of the year.