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Diageo recruits Lady Leshurr for responsible drinking message

Diageo-owned spiced rum brand Captain Morgan has partnered with grime star Lady Leshurr for a campaign and music video that promotes responsible drinking.

Grime star Lady Leshurr stars in the video from Captain Morgan that promotes responsible drinking

The rum brand’s Live Like a Captain campaign features a track and music video from Lady Leshurr, which has been produced by Swifta Beater.

Leshurr said: “Live Like a Captain to me is about being responsible when drinking, knowing who’s around you and more importantly being able to remember your night too.

“You want to be able to share your experiences with your friends and what better way for me to help drive that message than through music.”

The music video sees Leshurr weave her way through a night out, narrating the potential pitfalls of excessive drinking. Half way through the song, she rewinds the night using her lyrics to tell an alternative story where more positive choices are made.

Carolyn Panzer, global alcohol in society director at Diageo, said: “Captain Morgan is a fun brand that also takes responsible drinking seriously. We know people want us to talk about moderation in a way that feels relevant to them, so partnering with influencers like Lady Leshurr is a great way to create authentic conversations on responsible drinking.”

The video is the latest effort from Diageo to change people’s attitudes towards alcohol – it follows other campaigns from its Johnnie Walker and Haig Club brands.

The film featuring Lady Leshurr is available to view below.

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