Anomaly New York launched a “Live Like The Captain” campaign for Diageo rum brand Captain Morgan with a 30-second “Captain, Captain” spot featuring copy that is just about as simple as can be.
In fact, it’s basically just one word: captain. A man walks into a crowded bar in full captain gear and the only word anyone can seem to say is “captain,” as the title is used both as a greeting and to order drinks. When another man introduces himself as “Just Dave, actually” he is quickly corrected.
As The Drum points out, the spot (which reminds us of a certain scene in Being John Malkovich) features appearances by real-life Captain Morgans: cricket captain Eoin Morgan and Leicester City star Wes Morgan, as well as BT Sport pundit and retired former Manchester United star Rio Ferdinand.
“This ad sees us re-defining what it means to be a captain,” Diageo category director Anita Robinson told the publication. “Captain Morgan knows that in today’s serious times, fun is essential. We know that humour connects with our target audience and we expect that our well-loved UK sports stars will ensure the campaign resonates with them and seeds the ‘Captain, Captain’ exchange in bar and beyond.”
The “Live Like The Captian” campaign launched in the U.K. yesterdat and also features digital support from VaynerMedia. It will continue to roll out globally throughout this year and 2018, with further support from OOH, social and experiential initiatives.