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Tom Kuntz Helms Dance-tastic BACARDÍ Summer Spot

Editors' Choice: Brilliant spot by BBDO New York tells the entire story from the waist down

Tom Kuntz Helms Dance-tastic BACARDÍ Summer Spot

BACARDÍ has become a brand synonymous with music and entertainment. Whether it’s making music (InstantDJ) or helping fund it (Music Liberates Music), everything they do inspires people to do what moves them. In fact, it is what inspired the new brand tagline, “Do What Moves You.” This summer is no different with BACARDÍ releasing dance-inspired creative reminiscent of a music video.

The ad creative is uniquely told entirely from the waist down. It features an eclectic group of dancer friends meeting up for a rum-fuelled night in the Caribbean. Throughout the spot, 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 BACARDÍ friends and collaborators.

“BACARDÍ is a brand that inspires movement, both physical and emotional, and the purest expression of movement is through dance. We deliberately chose not to show any faces because faces are usually what marketers use to convey emotion. By focusing on the physical and emotional movement evoked from the waist-down, we think viewers will feel even more inspired to move,” said Laila Mignoni, Director of Creative Excellence, BACARDÍ. “You watch the spot and feel an instant connection to do what moves you.”

Directed by Tom Kuntz, music by Major Lazer, and choreographed 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.

In addition to the film, the campaign includes dance-themed OOH and a musical social activation debuting later this summer.
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Advertiser: BACARDÍ

Chief Marketing Officer: John Burke

Brand Managing Director: Ned Duggan

Global Director: Roberto Laverde

Creative Director: Laila Mignoni

Creative Agency

Creative Agency: BBDO New York

Executive Creative Director: Marcos Kotlhar, Danilo Boer

Chief Creative Officer: Greg Hahn

Account Executive: Rachel Passman

Worldwide Chief Creative Officer: David Lubars

Head of Integrated Production: David Rolfe

Senior Project Manager: Noreen Masih

Production Services Director: Jessica Nugent

Group Executive Producer: Diane Hill

Communications Planning Director: Patrick Tomasiewicz

Group Planning Director: Chris Cummings

Associate Business Affairs Manager: Reid Pierce

Senior Business Affairs Manager: Heather Weissman

Music Producer: Julia Millison

Executive Producer: Sofia Handler

Senior Account Manager: Steven Panariello

Production Company

Production Company: MJZ

Director: Tom Kuntz

DOP: Hoyte van Hoytema

Producer: Suza Horvat

Choreographer: Rich Talauega, Tone Talauega

Senior Executive Producer: Eriks Krumins

President: David Zander

Production Designer: Jahmin Assa


Edit Company: Whitehouse Post

Editor: Russell Icke

Producer: Pamela Heller

Executive Producer: Caitlin Grady

Post Production / VFX

Post Production Company: Blacksmith VFX

Producer: Alexa Mauro

2D Lead: Daniel Morris

Colour Company: Co3

2D Compositor: Jacob Slutsky

3D Tracking: QL Beans

Rotoscoping: Filaments Visual Effects

Grade: Stefan Sonnenfeld

Executive Producer: Charlotte Arnold


Arranger: John Kirby


Sound Company: Sonic Union

Sound Engineer: Steven Rosen

Category: Alcoholic drinks , Spirits

Genre: In-camera effects , Music performance , People , choreography