Bacardi has tapped into the social media phenomenon of the "boomerang" -- back and forth videos that loop scenes and moments of life -- for its summertime spot this year.
The ad, by BBDO New York, is set to the music of dance favorites Major Lazer and sees the people in a colorful Caribbean town stuck in an endless Boomerang, unable to move forward although they look like they want to break loose and dance. As the music builds, they eventually break free with the help of some Bacardi.
Keith Schofield of Caviar directed the spot. It follows Bacardi's announcement last month that it was partnering with Major Lazer on a series of concerts and collective bottles under the name "The Sound of Rum."