This spot for Bacardi from BBDO New York is uniquely told entirely from the waist down. It features an eclectic group of dancer friends meeting up for a rum-fueled night in the Caribbean. Throughout the piece, each friend dances to create a different musical sound through the movement and expression of their hips, legs, and feet. As the group comes together, their sounds mix together, forming a track by DJ trio, Major Lazer, longtime Bacardi friends and collaborators.
Directed by Tom Kuntz of MJZ, with choreography by dance legends Rich&Tone, the film features five different professional dancers from around the world–Los Angeles, Miami, Jamaica, the Dominican Republic and Mexico–bringing together different rum cultures and individuality that comes through in their dance moves. The new brand tagline is “Do What Moves You.”
Top Spot of the Week: iPhone 16, Director David Shane “Write Smarter” With Apple Intelligence
Created by Apple’s in-house agency and directed by David Shane of production company O Positive, this commercial is one of two which continues the Apple Intelligence campaign for the iPhone 16.
Apple Intelligence is the personal intelligence system that can make users look, feel and be smarter. In the case of this “Write smarter” ad, we meet an office worker who leverages Apple Intelligence on his iPhone 16 Pro to dramatically improve his barely literate email to one that is professional, concise and has a measure of eloquence--much to the surprise and amazement of his boss.
This slice of office life highlights the value of key Apple Intelligence upgrades, including Writing Tools which work wonders with the quality of how one communicates and connects with others.
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