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

Welcome to the island life

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. And Cruzan has clearly been watching other alcohol ads closely. The spokesman with the exotic, sometimes Spanish-sounding accent is a cross between Dos Equis's Most Interesting Man in the World and a drunken bum. You can also look to the left of the screen, where a man who looks suspiciously like Southern Comfort's comfortable guy saunters in his shoes and undies.

It's backed up by some lovely print and digital work. (Sample headline: "Your only handheld device should be the one with ice cubes in it.") And it's clearly inspired by consumer insights.

Well done, Cruzan. Hold my massage monkey, I'll be right there.