-For decades, “The Pina Colada Song” has been a karaoke staple, a frequent cover and an undeniable ear worm—now it’s the soundtrack of a Malibu rum campaign from Wieden+Kennedy London, remixed by social media star Jax.
Launching on the first day of summer, the hero ad is a full-length, sun-drenched music video from director Drew Kirsch, shot poolside featuring the Aqualillies synchronized swimmers and a cameo from Vanderpump Rules’ meme king James Kennedy. The reworked version of the 1979 chart-topping song “Escape (The Pina Colada Song)” positions the frosty, fruity drink as the ultimate warm-weather cocktail.
The project falls under Malibu’s ongoing tagline “Do Whatever Tastes Good,” per Matt Foley, the brand’s vice president of marketing, and aims to “establish the Pina Colada in culture,” making it a symbol of a year-round lifestyle.
Malibu intends to give consumers $100,000 in the coming months, in the form of $15 Venmo credits, in an accompanying sweepstakes. And as part of the seasonal marketing, Malibu has linked with resort wear brand Kenny Flowers for a limited-edition “Escape” collection, set to drop on July 10 for National Pina Colada Day. – T.L. Stanley
-Day two at Cannes found Nike and AKQA, Microsoft and McCann, Dentsu, and Kendrick Lamar walking away with Grand Prix.
-In another set of awards at Cannes, Clash of Clans’ campaign to build a fake lore around the mobile game took home two Grand Prix in the entertainment categories.
-Cannes Lions is helping up the profile of the multi-agency effort Working with Cancer by putting out a brief that anyone can participate in to assist the cause.
-Encourage responsible drinking, personal boundaries and respectful behavior while attending social events or parties at Cannes, writes Larissa Vince, CEO at TBWA\London.
-The Ad Council and Whalar are partnering as part of the Ad Council’s Creators for Good Ambassador Program, its in-house talent engagement division and has enlisted trusted influencers for campaign development.