Cruzan Rum's Great New Campaign Takes Its Time and Gets You Buzzed

Welcome to the island life

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Cruzan Rum welcomes you to "The Don't Hurry," an island paradise where no one is busy, people enjoy zero-kilometer runs and sleep yoga, and every minute lasts 64 seconds. (The brand hails from the U.S. Virgin Islands and is now owned by Beam Inc.) Even the animals are slow, from a rum toting turtle to the national bird—a parrot that talks like Barry White.

Well written, interestingly edited and expertly cast, the nearly two-minute anthem below is a lovely little gem.

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