If you don't want to get up and start dancing after watching this infectiously fun Bacardi ad, you might be dead

'If it's a floor, it's a dance floor,' says new campaign out of BBDO New York

Published On
May 15, 2018

Editor's Pick

Bacardi's latest ad contains an important public service announcement in the form of a tagline: "If it's a floor, it's a dance floor." Though we can think of some floors that should be exceptions (e.g., the floor of a small rowboat, the floor of the apartment above you), generally speaking the point is very well taken. And Bacardi drives it home in this infectiously fun 60-second romp of an ad out of BBDO New York that shows everything from streets and sidewalks to the floors of a barbershop and a laundromat being turned into dance floors by exuberant impromptu dancers strutting their stuff to music by Major Lazer. (There's also a 30-second cut that started airing on national TV on Monday.)

Directed by Tom Kuntz and choreographed by Rich&Tone, the ad focuses entirely on the feet and legs of its anonymous stars (who are actually pro dancers from Los Angeles, Miami, Jamaica, the Dominican Republic and Mexico). "We deliberately chose not to show any faces because faces are usually what marketers use to convey emotion," Bacardi's Director of Creative Excellence Laila Mignoni said in a statement. "By focusing on the physical and emotional movement evoked from the waist down, we think viewers will feel even more inspired to move." (And, of course, inspired to drink.)

Credits

Date
May 15, 2018
Brand:
Bacardi
Chief Marketing Officer:
John Burke
Vice President, Brand Managing Director:
Ned Duggan
Creative Director:
Laila Mignoni
Global Rums Director:
Roberto Laverde
Chairman and Chief Creative Officer:
David Lubars
Chief Creative Officer:
Greg Hahn
Executive Creative Director:
Marcos Kotlhar
Executive Creative Director:
Danilo Boer
Creative Director:
Taylor Marsh
Creative Director:
Joao Unzer
Creative Director:
Marcus Johnston
Creative Director:
Jim Connolly
Senior Project Manager:
Noreen Masih
Head of Integrated Production:
David Rolfe
Executive Producer:
Sofia Handler
Group Executive Producer:
Diane Hill
Production Services Director:
Jessica Nugent
Senior Business Affairs Manager:
Heather Weissman
Associate Business Affairs Manager:
Reid Pierce
Music Producer:
Julia Millison
Senior Account Director:
Steven Panariello
Account Director:
Josh Goodman
Account Manager:
Meghan Wood
Account Executive:
Rachel Passman
Group Planning Director:
Chris Cummings
Communications Planning Director:
Patrick Tomasiewicz
Production Company:
MJZ
Director:
Tom Kuntz
President:
David Zander
Senior Executive Producer:
Eriks Krumins
Producer:
Suza Horvat
Production Designer:
Jahmin Assa
Director, Photography:
Hoyte van Hoytema
Choreographer:
Rich Talauega
Choreographer:
Tone Talauega
Editorial:
Whitehouse Post
Editor:
Russell Icke
Assistant Editor:
Matt Hartman
Executive Producer:
Caitlin Grady
Producer:
Pamela Heller
Music Arrangement:
John Kirby
Sound House:
Sonic Union
Sound Mixer:
Steven Rosen
Post Visual Effects:
Blacksmith VFX
Lead Artist, 2D Compositor:
Daniel Morris
2D Compositing:
Jacob Slutsky
3D Tracking:
QL Beans
Filaments Visual Effects:
Rotoscoping
Producer:
Alexa Mauro
Executive Producer:
Charlotte Arnold
Color:
CO3
Colorist:
Stefan Sonnenfeld

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Project Type