Michael B. Jordan directs digital ad campaign for Bacardi dark rum

Rum maker and drinks giant Bacardi has released a series of short films co-directed by actor Michael B. Jordan that promotes its premium range.

Director Paul Hunter and actor Michael B. Jordan collaborated to create Bacardi’s digital ad campaign. (Photo: Bacardi)

The film, Angels Share, is the first digital advert created for Bacardi’s premium rum range, which launched earlier this year.

“This is an exciting time for rum, and as a rum guy, I knew I had to be a part of this project,” Jordan said. “I think rum is timeless. It’s always been there and it’s always been consistent.”

The film — co-directed by Jordan and Emmy-nominated filmaker Paul Hunter, follows three characters – Carlos, a rum master blender; Isabel, a bartender in a Caribbean bar; and Santiago, meant to be a member of the original Bacardi family. Each tell a story revolving around the angels’ share — a term for the amount of spirit which is lost while it is aged in barrels.

“We first connected with Michael last year when he attended No Commission – our art platform in partnership with The Dean Collection,” Roberto Ramirez Laverde, Bacardi’s North American VP, said.

“Watching Michael on set during the shoot was amazing – he has an eye for storytelling and was extremely adept at bringing the story to life.”

The drinks giant launched Bacardi Añejo Cuatro and Bacardi Gran Reserva Diez in April this year, as well as repackaging private family blend Bacardi Reserva Ocho.

The news comes as dark spirits sales, particularly whiskey and rum, are starting to rise in the UK and overseas.

The latest market report released by the WSTA shows that total sales in the UK to September 2017 reached £991million – up 5% on the same period last year. This is the equivalent of 34.3 million bottles sold across the on- and off-trade.

Drinks producers are also expanding their ranges to include rum. Atom Brands, the company responsible for That Boutique-y Drinks Company, extended its collection of limited-edition, small batch casks to rum, launching That Boutique-y Rum Company earlier this year.

However, Bacardi has also invested in several trending categories this year. The company bought Tequila maker Patron in January, and in July took a minority stake in Irish whiskey label Telling.

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