Bacardí debuts music-led campaign with Puerto Rican creatives
Puerto Rican rum brand Bacardí has unveiled a global music-led campaign in partnership with Bad Bunny producer Tainy.
To mark the next chapter in its ‘Do What Moves You’ platform, Bacardí has called upon music producer Tainy and fellow Puerto Rican creative Alfred Marroquin to create a 30-second advert.
Marroquin, who directed the campaign film, is known for his creative direction across photography, music videos and halftime shows, while Tainy is said to have helped shape the sound of modern Latin trap music.
Bacardí has been crafted in Puerto Rico for more than 90 years. The collaboration seeks to reinforce the brand’s deep cultural ties to the island and its continued investment in music-led storytelling.
The campaign reimagines music artist Elvis Crespo’s 1998 merengue track Tu Sonrisa, blending nostalgia with modern sound and visual storytelling to celebrate rhythm, movement, and the moments that bring people together.
Filled with scenes of everyday celebration, the video features a track teaser for Tainy’s reimagined version of the song, which features layers of his signature production style, with contemporary basslines, dynamic tempo shifts, and modern percussion.
The teaser is said to capture Bacardí’s ‘Do What Moves You’ spirit, inspiring movement, celebrating culture, and honouring the power of music to bring people together.
“I grew up listening to Tu Sonrisa, and the moment I hear those opening notes, I’m immediately transported back to Puerto Rico,” said Tainy. “It’s such an honour to get this opportunity to work alongside Elvis and breathe new life into this song for Bacardí Rum. This is a song that is deeply personal to me, and I’m excited for the next generation to fall in love with it the same way I did almost 30 years ago.”
The campaign film unfolds through a series of beat-driven vignettes, building towards a sunset dance party.
Throughout, Marroquin aimed to capture how rhythm, sound, and Bacardí transform everyday moments into ‘something unforgettable’.
“Music, movement, and storytelling are universal languages,” shared Marroquin. “With this film, we wanted to capture rhythm in motion, how it shows up in everyday moments and brings people together across places and cultures. Bacardí Rum doesn’t just make rum; it embodies the rhythm, energy, and joy of Puerto Rico. Our film shows how music turns ordinary moments into celebrations, with Bacardí Rum bringing the energy of every scene.”
The new campaign film will be featured on cable networks including MTV, NBC, and Bravo, as well as streaming platforms including Netflix, Amazon, Paramount+ and Hulu.
It will also roll out across key markets worldwide, including the US, Canada, Mexico, the UK, and the Netherlands.
Pedro Mendonça, global senior vice-president Bacardí and rums, added: “The new campaign exemplifies Bacardí’s commitment to celebrating the moments where music, movement, rum, and culture intersect. We’re thrilled to partner with two Puerto Rican powerhouses, Tainy and Alfred Marroquin, to reimagine a classic song and demonstrate how a beat can elevate everyday experiences into something electrifying.”
A teaser of the new track will be available on social platforms. It will later debut in full on Spotify, Apple Music, and all major music streaming platforms.
To watch the 30-second advert, click below.
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