Following on the heels of last year’s “Don’t Hurry” campaign, Walton Isaacson has created a series of follow-up ads for Cruzan Rum. Keeping that campaign’s tagline and focus on slowing down to live in the moment, this year’s iteration takes things off the metaphorical “Don’t Hurry” island to everyday life.
In the new series of ads, people are shown in common situations where hurrying really isn’t getting them anywhere, including speed dating (above) and speed chess. The digital campaign includes these two 30-second spots, as well as three 15-second pre-roll videos, and will be supported by social media, public relations and retail extensions.
“If you hurry through life, you could miss something big, and that’s what we really want people to take away from the campaign,” explained Brendan Lynch, senior director of rum & cordials at Beam Suntory. “We’re often so focused on what’s in front of us that we miss what’s going on around us. It’s important to slow down, take the time to enjoy the best things in life, like Cruzan Rum, one sip at a time – and our fans agree.”
Stick around for “Speed Chess,” a recipe for “Cruzan Life’s A Peach” and credits following the jump. Don’t forget to lightly slap your mint sprig.
Cruzan Life’s A Peach
Ingredients:
– 3/4 part Cruzan Peach Rum
– 1 1/4 parts Cruzan Aged Light Rum
– 1/2 part Fresh Lime juice
– 8 Mint Leaves
– 1/2 of one Pineapple Ring
– 1 Mint Sprig for Garnish
Method: Add all ingredients to a blender with two ice cubes and blend for 20 seconds. Let it settle for another 20 seconds, then pour into a chilled coupe glass. Garnish with a lightly slapped mint sprig.
Credits:
Beam Suntory:
Jared Fix – Vice President & General Manager, Mixables Category Business Team
Brendan Lynch – Senior Director, Rum and Cordials
Nabil Wanna – Senior Brand Manager, Rum
Janu Lakshmanan – Global Manager of Consumer and Market Insights
Corine Reed – Brand Assistant, Rum and Cordials
Walton Isaacson:
Cory Isaacson/Aaron Walton – Co–Owner
Dana Offenbach – Executive Producer
Miguel Garcia Castillo – Group Creative Director
Mark Westman – Creative Director
Jose Martinez – Associate Creative Director
Laurent Varlet – Senior Designer
Nick Vitellaro – Senior Account Director
Kelly Clark – Account Executive
Production Co: Tool of North America
Executive Producer: Oliver Fuselier
Director: JJ Adler
Editorial Co: Beast/Chicago
Executive Producer: Peter Hulliger
Editor: Angelo Valencia
Music: Ramblin Man
Executive Producer: Yupa Wathanasin
Composer: Daniel Belardinelli