Captain Morgan's "Glass"

BoozeBuz is kicking it off with a recent commercial featuring the one and only Captain Morgan. For the first time in the brand’s 60-year history, Captain Morgan has launched a new advertising campaign with the motto: “To Life, Love and Loot”. This tagline emphasizes that Captain Morgan makes any night one to remember; and to dedicate the evening to those three words (life, love, loot). To initiate the campaign, Captain Morgan released a couple unique commercials portraying Captain Morgan himself. This commercial is titled, “Glass”, taken place in 1661 in Santo Domingo. Watch as the Captain gets the party started in his own rebellious way:

The year is 1661, and the Captain is attending a very serious dinner party. The commercial begins with a young maid accidentally dropping and breaking a glass, disrupting the table's otherwise silent mood. The Captain spots a distasteful look given by an elderly lady directed at the young maid, and decides to show his own opinion about the incident. In his usual manner, he decides to add a little fun to the occasion and slyly pushes a glass off the table and watches as it nearly hits a dog and shatters. Many of the guests give back hesitant looks in confusion of what just happened. The old lady whips out her fancy fan and begins waving it in disgust, while the maid shows signs of relief. Following the Captain’s lead, a man shows his approval and tosses a glass over his head. After a few moments the uptight dinner turns into glass-shattering, plate-throwing party. Each dinner guest seems to get a shot of adrenaline as the glassware flies out of their hand. Even the disapproving old lady joins in after receiving an irresistible raised eyebrow from the Captain. The commercial ends with a slow motion scene of everyone throwing plates into the air.

This is a very unique and memorable commercial and I believe that is exactly what Captain Morgan was going for. The company has already been extremely successful with its’ commercial ads, coming up with fresh and innovative ideas. Since consumers are already aware of their product, this commercial’s purpose is intended more to keep the identity of the product new and desirable. The underlying meaning Captain Morgan is trying to project is the mindset that if you consume this product, you will have a great time and be set free from everyday pressures.

One could say not a single f*** was given that night. “To Life, Love and Loot”!!!