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Ad of the Day: Captain Morgan

Oscar winner Tom Hooper wraps up his reinvention of the character

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Anomaly's latest spot for Captain Morgan is out, and it's supposedly the final commercial in the rum brand's "To Life, Love and Loot" campaign, directed by Tom Hooper, the Oscar-winning director of The King's Speech. The ad is the biggest departure yet from Captain Henry Morgan's old rum-guzzling, party-animal persona. There's not even a boat in sight.

The year is 1661, and the Captain is at a very stodgy dinner party in Santo Domingo, set to the anachronistic chords of the White Stripes' "Ball and Biscuit." When a pretty young maid accidentally breaks a glass, shattering the table's otherwise silent mood, a wizened old lady gives her a withering stare of displeasure. In his usual manner, the debonair Captain decides to add a little fun to the occasion and slyly breaks his own glass, getting a few hesitant looks of approval from the other dusty attendees. Soon enough, the uptight diners have let loose, and the party turns into a glass-shattering, plate-throwing, sexually charged free-for-all. Even the disapproving old lady joins in after receiving a irresistible raised eyebrow from the Captain.

This last spot is Hooper's most sophisticated by far—no ships, no fighting, no dirty sailors—and our formerly raucous Captain seems almost like a 17th century Don Draper with his signature quiet rakishness, always ready to shake up the status quo with a single beguiling glance.







CREDITS:
Client: Captain Morgan
Spot: "Glass"
Agency: Anomaly, New York
Creative Director: Mike Byrne
Art Director: Jon Zast
Copywriter: Andy Carrigan
Agency Producer: Andrew Loevenguth
Production Company: Smuggler
Director: Tom Hooper
Editing: Rock Paper Scissors
Post-Production/VFX: Framestore
Telecine: Company 3
Audio Mix: audioEngine
Sound Design Company: Noises Digital
Music: The White Stripes, "Ball And Biscuit"
Music Clearance: Cornerstone