Bacardi remakes Miami Sound Machine's 'Conga' in a crowdsourced spot and music video

30-second version will air in the Super Bowl pre- and post-game coverage

Published On
Feb 04, 2021

Editor's Pick

Bacardi has remade the Miami Sound Machine classic "Conga" with crowdsourced fan submissions for its latest integrated campaign, which includes a 30-second spot airing in the Super Bowl pre- and post-game.

In a project via BBDO New York, it has revamped the track, originally sung by Gloria and Emilio Estefan, in a new music video. Back in November, the brand made a call to fans people to submit their own clips of vocals dance moves to "Conga," and those now appear, alongside performers Leslie Grace, Meek Mill, and Boi-1da. As the video progresses, user-submitted dance moves begin to sync up with the artists’ choreography, culminating with the three lead artists visually pulling individuals into their Caribbean world.

The video also features appearances by 2020 Sports Illustrated Swimsuit Issue cover girl Jasmine Sanders, street-dance performer Lil Buck and singer, dancer and TV judge Alesha Dixon. Emilio Estefan, who gave the project his blessing, also appears in a cameo.

The TV commercial cut-down makes its debut in pre- and post-game programming of the Super Bowl on Sunday. It will then extend through February around cable originals and live sports including NHL and NBA and then run on Instagram, Twitter, Soundcloud and Pandora. Snapchat users will be able to engage with a custom choreographer lens to the “Conga” track.

“We’ve always seen music as such a powerful force in bringing people together, and as the world trended toward division and isolation this past year, we wanted to use music as a catalyst to bring people back together in a way that has never been done before," said Ned Duggan, global senior vice president for Bacardi in a statement.



Feb 04, 2021
Client :
Agency :
BBDO-New York
Chief Marketing Officer :
John Burke
Global SVP Marketing :
Ned Duggan
Global Digital and Brand Communications VP :
Laila Mignoni
Global Creative Development Manager :
Avril Nunez
Chief Creative Officer BBDO Worldwide :
David Lubars
Executive Creative Director :
Marcos Kotlhar
Executive Creative Director :
Danilo Boer
Creative Director :
Taylor Marsh
Associate Creative Director :
Marjorie Vardo
Executive Creative Director :
Alex Booker
Executive Creative Director :
Philip Sicklinger
Senior Project Manager :
Noreen Masih
Executive Producer :
Katie Harris
Production Manager :
Tatiana Lanier
Head of Digital Production :
James Young
Interactive Producer :
Phil Peker
VP Broadcast Business Affairs :
Kathleen Bannon
SVP Production Services Director :
Jessica Nugent
Talent Services Manager :
Pamela Smith
Global Chief Marketing Officer :
Crystal Rix
Managing Director :
Steven Panariello
SVP Account Director :
Josh Goodman
Account Director :
Josh Freeland
VP Account Director :
Meghan Wood
Account Executive :
Aimee Chimera
Senior Social Manager :
Clare McGough
VP Strategy Director :
Zach Kula
VP Communications Strategy Director :
Jen Leung
Senior Planner :
Caroline Moyer-Kardos
Production Company :
Director :
Henry Scholfield
Executive Producer :
Michael Sagol
Executive Producer :
Kim Dellara
Managing Executive Producer :
Sorcha Shepherd
EP / Head of Production :
Casey Wooden
Producer :
Polly Du Plessis
Production Supervisor :
Javier Alejandro​
Local Producer :
Mariana Moto
Director of Photography :
Matias Boucard
Stylist :
Toni Blaze
Choreographer :
Ian Eastwood
Editorial :
Cabin Edit
Editor :
Sam Ostrove
Assistant Editor :
Doug Scott
Producer :
Liz Lydecker
EP :
Carr Schilling
Post VFX :
VFX Supervisor/Lead Compositor :
Daniel Morris
EP :
Charlotte Arnold
Color :
Colorist :
Mikey Pehanich
Sound Post :
Sonic Union
Mix Engineer :
Stephen Rosen
Senior Producer :
Patrick Sullivan
Track Name :
Artist :
Meek Mill
Artist :
Leslie Grace
Artist :
Imprint Label :
Sony Music
Composer :
Enrique Garcia
Lyrics :
Enrique Garcia
Publisher :
Foreign Imported Productions and Publishing, Inc.
Producer :
Matthew Jehu Samuels
Sound Engineer for Leslie Grace :
Adam Schoeller
Producer for Leslie Grace :
Trey Campbell
Recorded By :
Anthony Cruz
Recorded By :
Jungle City Studios
Mixed by :
Anthony Cruz
Mixed by :
Break It Down Studios
Mastered by :
Colin Leonard
Mastered by :
SING Mastering
Digital Production Company :
Production Company :
BBDO Studios
Post Producer :
Allie Kolb
Editor :
Brad Go
Editor :
Mike Plunkett
Assistant Editor :
Morgan Ammons

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