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Captain Morgan reveals Spice On campaign

Spiced rum brand Captain Morgan has unveiled the first instalment of its Spice On campaign, voiced by British rapper Big Zuu.

Captain Morgan
The campaign launches in the UK this month, and will be rolled out across Europe soon after

The campaign has been launched to celebrate the ‘power of people being themselves’, and will run on social, digital and TV platforms.

Bafta-winning presenter, musician and chef Zuhair Hassan, known professionally as Big Zuu, voices the 20-second spot.

Samori Gambrah, global brand director for Captain Morgan, said: “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.

“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 flavour exudes ‘spice’ at every turn.”

In the video, groups of friends are seen bringing ‘individuality and bold tastes to life’ as they concoct drinks, including a Captain Morgan and cola ice cream float.

The ad has been created by global creative agency Anomaly, and directed by Ehsan B.

He said: “Captain Morgan is a brand full of spice and this ad showcases how people can add their own flavourful 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.”

The campaign launches in the UK this month, before being rolled out across Europe.

It will be followed by cultural activations in Northern Europe in the autumn.

Lizzy True, Great Britain marketing manager for Captain Morgan, said: “The new ‘Spice On’ campaign is all about our delicious, spiced spirit drink and the ‘spice’ individuals bring when getting together with their mates. It’s been brilliant working with Ehsan and Anomaly to bring this to life, and I can’t wait for consumers to see the campaign.”

In August 2021, the brand unveiled a line of ready-to-drink (RTD) tipples: Captain’s Cocktails.

To watch the spot, click below. 

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