Rio Ferdinand stars in Captain Morgan campaign

Diageo has launched a new global campaign for its Captain Morgan rum brand starring retired Manchester United and England footballer Rio Ferdinand.

The campaign, a television advertisement for which airs in the UK tonight, features a number of established captains – former England football captain Ferdinand, One-Day International cricket Captain Eoin Morgan and Argentinian polo captain Nacho Figueras.

In the 30-second television spot, the sportsmen are in a bar full of captain characters, including pilots and navy captains, as well as the Captain Morgan pirate character, who suggests that the ‘captain’ title applies to a regular man called Dave who enters the bar.

Created by Anomaly New York and Vayner Media, the campaign targets millennials with its ‘live like a captain’ message.

“Captain Morgan has always been serious when it comes to having a laugh,” commented Nik Keane, global brand director for Captain Morgan. “Using humour, this campaign is re-framing the word ‘captain’ to represent anyone that embraces the power of fun and lives life to the full.”

Initially targeted towards the UK market, the campaign will roll out to further markets later this year and throughout 2018. It will be hosted across a number of platforms including online, experiential, on- and off-trade.

Ferdinand’s partnership with Captain Morgan comes after Leicester City footballer Wes Morgan signed up as ambassador the brand. Morgan’s image was featured on a limited edition bottle design for Captain Morgan rum after his team unexpectedly won the Premier League last year.

Morgan also features in the online version of Captain Morgan’s latest advertisement – which can be viewed below.