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.