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By Amy Houston | Senior Reporter

August 8, 2022 | 2 min read

Rum brand Captain Morgan has dropped the first installment of its global ‘Spice On’ brand campaign.

Narrated by chef, MC and TV presenter Big Zuu, the fun spot showcases how different people bring a little spice to the table. Some of these spicy methods are a little more unique than others, with one partygoer dipping a chicken wing into her drink.

“‘Spice’ is what makes Captain Morgan delicious, and in our new global positioning we’re shifting the focus to ‘spice’ as a collective ‘you do you’ attitude,” said Samori Gambrah, global brand director at Captain Morgan.

“We wanted this campaign to capture that everyone has their own ‘spice’ to bring. Big Zuu was the perfect partner to kick things off – his attitude, personality and passion for flavor exudes ‘spice’ at every turn.”

Creative agency Anomaly and film director Ehsan worked on the ad alongside production company Friend London.

Ehsan added: “Captain Morgan is a brand full of spice and this ad showcases how people can add their own flavorful spin into the mix. In the ad you’ll see we helped bring this to life by introducing a twisting camera trick to enhance the visual experience of the ‘spice on’ moment. The brief really appealed to me – and it’s been a great experience from writing the treatment, to nailing the casting, all the way through to making sure the music bangs just right.”

Launching in the UK this month, the campaign will next be rolled out across Europe and amplified with influencer marketing.

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