Bacardi Launches New Integrated Global Campaign ‘We Are The Night’

Bacardí rum today introduced “We Are the Night,” a new integrated, global campaign.

This campaign “revels in the distinctive night personas that come to life under the cover of darkness,” the company says in a press release.

The campaign launches with a 30-second TV spot. Directed by Academy Award-winning screenwriter, director, and producer Michel Gondry — best known for his work on Eternal Sunshine of the Spotless Mind — the spot is shot from the point-of-view of a taxi passenger. It takes the viewer on an immersive journey through a night out, encountering a cast of nighttime characters along the way.

The campaign and activations capture this concept that “people come to life when darkness falls,” the company says. The creative focuses on the big night out occasion with Bacardí & Cola leading the drink strategy in the United States (and Bacardí Mojito in Europe).

“We’re on a mission to reclaim the iconic status of the BACARDÍ brand,” says Mauricio Vergara, Chief Marketing Officer for Bacardi in North America, and global lead for the BACARDÍ rum brand. “A globally consistent strategy combined with strong investment in our core range and dynamic artist collaborations – such as No Commission with Swizz Beatz– are engaging people with the brand again.”

the-careless-dancers

This and the image atop are stills from the new commercial.

“The ‘We Are the Night’ campaign recognizes that the night is so much more than a time of day,” Vergara adds, “It’s a unique world, with vastly different behaviors, and we hope to capture that through the campaign and immersive consumer experiences.”

From the small screen to reality, the “We Are the Night” campaign includes a range of advertising and digital channels, including TV, online video, digital video, and mass and targeted social (Facebook, Instagram, Twitter, Snapchat, etc.).

Out-of-home will run in markets including Miami, Chicago, Dallas, Los Angeles and New York, concentrating on heavily trafficked nighttime areas. Mobile buys will be geared to targeting people when they are closest to their destinations (i.e. night clubs and bars) in real-time.

Social vignettes will live on the Bacardí-owned channels.

The “We Are the Night” TV spot airs tonight between 7pm and 9pm, September 21, in the United States on nighttime cable networks including as TBS, Spike, BET, BBC, and will also air during late night on The Tonight Show on NBC.

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