Major Lazer is now the Minister of Rum according to Bacardi and rightfully so.
Bacardi just dropped their new campaign featuring Major Lazer (May 30) and it is fire.
The commercial makes me think of the normality we turn up with music. Beats and lyrics pulse through our ears and back into our experience with movement. It becomes dance. At first glance I thought I’d accidentally opened up an extra window which randomly started playing some soca in my head. Normal tings, but the commercial on my main screen had me stuck.
The visuals initially hearkened Cuba or DR but the drum n bass was quintessentially Trini.
I notice the not the so Spanish characters moving to the soca pumping from my computer’s invisible not so open window. There are no comments and the description box reads: Its Summer. Break Free. Thank you Bacardi, will do. The the track will make you want to pull it up. Do so.
The campaign is accompanied by a series of summer concerts that reinforce “The Sound of Rum” and Major Lazer’s own custom blend of spirits in collectible bottles. Watch, listen and feel Bacardi below.
More Details about Bacardi x Major Lazer from Variety.com
The Lazer trio “went into the lab and did two or three different mixtures, and then taste tests,” Jillionaire explains. The result is described by Bacardí as “a blend of light and heavy dark rums, aged two to three years, and featuring notes of tropical fruit, cedar almonds and vanilla” and summarized by Jillionaire as “pretty delicious.”
Jillionaire, whose real name is Christopher Leacock hails from Trinidad. Walsh is from Jamaica, and Diplo from Florida, all three drenched in tropical culture. Jilli considers rum as much a part of his heritage as the Caribbean soca and dancehall beats that influence Major Lazer’s music. “Growing up in the islands, I worked in bars for many years learning how to master the perfect rum cocktail. It’s a big part of the culture, and something I’m passionate about,” he says.
Working with an annual marketing budget of approximately $50 million, according to Kantar Media, Bacardí brings a lot of clout to the party. “Bacardí has a strong track record in music, executing at global festivals,” Walaszczyk says of the association, which was announced in January. “This is a true collaborative partnership across the board, where we’ll get to pick their brains. It’s not a typical promotion.” The company actually advertised the Minister of Rum position as part of a nationwide job search, with responsibilities that include “Extensive global travel” and “a strong command of the digital and social media space.”
The Major Lazer sound, as well as the fireworks, dancing and beach props that are hallmarks of their live shows, make them natural brand partners, the DJ Jillions explains. “Our saying is ‘make the world smaller by making the party bigger.’ This is all about enjoying summer with your friends, and ways to do that with music and a nice rum cocktail.” source: Variety.com