Bacardi Liberates a Caribbean Town from the Shackles of Instagram’s Boomerang

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A review of Bacardí’s new ad campaign from Angela Natividad of Adweek.

Summer’s in the air, and with it, cold drinks, filmy cotton and tanned limbs. Just in time, for client Bacardi, BBDO New York gives us “Break Free,” a wild take on Instagram’s Boomerang feature.

Boomerang lets you create super-short videos that do exactly what they sound like. They’re GIF-like, looped scenes that, while fun to watch, sometimes ring like a metaphor for life—every day lived in an endless loop.

“Break Free” brings us to a small Caribbean town where people don’t just live on loop; they move on loop, and they’re itching to break free. We’ll let you guess which cool alcoholic treat helps them do that.

Directed by Keith Schofield of Caviar, “Break Free” has an infectious rhythm for the winter-weary—which should come as no surprise, as it’s set to music from Major Lazer and bursting with color.

Major Lazer is also working with Bacardi on “The Sound of Rum,” an ongoing campaign featuring a series of concerts and collectors bottles.

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