Bacardi has collaborated with actor and filmmaker, Michael B. Jordan, to create the first ever digital spot for its premium rum collection.

Bacardi has unveiled The Angel’s Share, a short film co-directed by actor and filmmaker, Michael B. Jordan. The ad marks the first digital spot for the premium collection released earlier this year. The talent was enlisted to cinematically capture the history and heritage behind the aged rum portfolio.

His appointment supports the marque’s efforts in the premiumisation of said category. Jordan steps behind the camera with director, Paul Hunter, to raise a story of family, legacy, and aging. The rich narrative captures the endearing term that describes the evaporation of the spirit as it ages in a barrel.

According to Bacardi, what is lost is dubbed ‘the angel’s share’ and the aging of rum under the Caribbean sun is where the phenomenon is most prevalent compared to other spirits. From big casks to old photographs, the film offers warmth and vibrancy is a manner that reflects the traditions of the brand.

The work follows three characters, a maestro de ron, bartender, and family member, who share their personal rendition of the angel’s share story. Steeped in Latin Caribbean inspiration, the exercise aims to educate consumers on how the beverage is crafted and steer loyalists back to its nostalgic roots.

Developed by BBDO New York to target premium environments, the Bacardi campaign runs across multiple digital channels and television networks to include DirectTV, Turner, Sling, and ESPN. Player platforms span Hulu, ABC, CBS, NBC, and Univision, alongside YouTube.

Outdoor initiatives have been carved for New York, Miami, Los Angeles, Washington DC, Atlanta, and Chicago. Social vignettes will live on Jordan’s Instagram space and all Bacardi channels. The company in April released its Añejo Cuatro and Gran Reserva Diez variants.

“When it came time to produce The Angel’s Share, we knew Michael was the perfect person to get behind the camera. Watching him on set during the shoot was amazing. He was extremely adept at bringing our story to life,” said Roberto Ramirez Laverde, the Vice President of Bacardi in North America.

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