Ad of the Day: Bacardi

Rum brand reminds us we're not Neanderthals

Headshot of Tim Nudd

As we've mentioned here and there, big brand manifestos are generally best avoided in commercials these days, unless you undermine your own pomposity with self-deprecating humor—or puff it up with even grander and stupider pomposity. Young & Rubicam humorously goes the latter route in this amusing Bacardi spot, titled "Manifesto," which offers an examination of what has separated homo sapiens from our Neanderthal ancestors since the dawn of the species. Basically, Neanderthals had bigger brains and better hair than we did. But we humans, thanks to our ability to communicate better than those Neanderthals, liked to hang out and get drunk together, which built camaraderie. We were also smart enough to look out for each other, warning one another not to eat the poison berries or have that ninth shot of rum. The spot explains all this, then urges us to be true to our social roots, to "fight the LOLs and OMGs" and return to a truly social environment where you physically bring people together—along with some Bacardi, lime and cola, of course. It's entertainingly silly, and features a nice mix of animated graphics and comical live-action clips. So, what are you doing for happy hour tonight?


Client: Bacardi

Agency: Young & Rubicam, New York

Spot: "Manifesto"

Global Creative Directors: Guillermo Vega, Kevin Brady

Copywriter: Tara Lawall

Art Director: Devon Hong

Directors of Content Production: Lora Schulson, Nathy Aviram

Producer: Tamara Lecker      

Senior Broadcast Manager: Debra Horvath

Board Account Director: Shani Athureliya

Business Director: Ben Caulfield

Director: Johnny Kelly

Production Company: Nexus Productions

Executive Producers: Tracey Cooper, Julia Parfitt

Producer: Nathalie Le Berre

Production Manager: Claire Thompson

Project Lead: Mark Davies

Animation: Nexus Productions

Director of Photography: Matthew Day

Live Action Art Director: James Hatt

Editor: Paul Hardcastle @ TRIM

Post Production/Grade: Time Based Arts

Music: "Switched On" by Islands

Arrangers/Composers: Nick Thorburn, Kate Perkins

Publishers: Nick Thorburn, Kate Perkins

Audio Company: Grand Central

Mixers: Steve Lane (TV), Gary Turnbull (Cinema)


@nudd Tim Nudd is a former creative editor of Adweek.
Publish date: April 29, 2011 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT