BACARDÍ celebrates Puerto Rican rhythm in global ad

BACARDÍ Rum has unveiled the latest chapter of its Do What Moves You campaign, highlighting Latin culture and Puerto Rican rhythms.

The campaign features Puerto Rican artist and Grammy-winning producer TAINY reimagining Elvis Crespo’s 1998 hit "Tu Sonrisa" in a 30-second campaign film directed by Puerto Rican creative Alfred Marroquin.

The film celebrates everyday moments of joy and movement, culminating in a sunset dance party. It reflects BACARDÍ Rum’s 90-year heritage in Puerto Rico while engaging a new generation of music lovers through rhythm, music, and storytelling.

Campaign music and visuals bring Puerto Rican energy to life

TAINY layered contemporary basslines, dynamic tempo shifts, and modern percussion onto the beloved track, maintaining the warmth and joy of the original.

The teaser aligns with BACARDÍ’s Do What Moves You philosophy, celebrating music’s ability to connect people and inspire movement. Elvis Crespo gave his blessing for the reinterpretation, which will debut in full on Spotify, Apple Music, and all major streaming services.

Alfred Marroquin: "With this film, we wanted to capture rhythm in motion, how it shows up in everyday moments and brings people together across places and cultures. BACARDÍ Rum doesn't just make rum; it embodies the rhythm, energy, and joy of Puerto Rico."

Pedro Mendonça, Global SVP BACARDÍ and Rums: "The new campaign exemplifies BACARDÍ's commitment to celebrating the moments where music, movement, rum, and culture intersect. We're thrilled to partner with two Puerto Rican powerhouses, TAINY and Alfred Marroquin, to reimagine a classic song and demonstrate how a beat can elevate everyday experiences into something electrifying."

Multi-platform rollout and summer activation

The campaign was created in partnership with BBH USA and will appear across cable networks including MTV, NBC, and Bravo, as well as streaming platforms such as Netflix, Amazon, Paramount+, and Hulu. Teasers will also appear on social media. The campaign will continue into the summer with new music and creative content, keeping the focus on Latin-inspired movement and celebration.

The campaign also ties in BACARDÍ Rum cocktails, featuring the Mojito and Cuba Libre, highlighting the Caribbean roots of the brand and reinforcing the connection between music, movement, and moments of celebration.

www.bacardi.com

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