Where have we seen this Bacardi ad before?

At least Bacardi’s most recent ads are unoriginal with style. This one was apparently inspired by The Cacophony Society’s Breakers to Bay event, in which people dressed as salmon run “upstream” during an annual San Francisco 12K race. I’m not quite sure how the Society, which describes itself as “a randomly gathered network of individuals united in the pursuit of experiences beyond the pale of mainstream society through subversion, pranks, art, fringe explorations and meaningless madness,” will react, or even if they care.