Diageo Puts Consumers in Captain’s Pose

BOSTON Diageo has launched a campaign for one of its flagship brands, Captain Morgan Original Spiced Rum.

Tagged “Got a little Captain in you?” the ads borrow an image from Captain Morgan’s own packaging. Once consumers realize that they, in fact, have a little Captain in them, they strike the iconic pose that is emblazoned on the label: Captain Morgan standing proud, chest out, left leg up and a broad, sweeping smile on his face.

One TV spot, “Anthem,” shows various consumers striking the pose. Another commercial, “Piggyback,” highlights the brand’s commitment to social responsibility by saluting two guys who do whatever it takes to get home safely. Both 30- and 60-second versions of the spots began breaking nationwide this week.

Grey in New York handles the Stamford, Conn.-based brand.

—Adweek staff report