Bacardi Highlights New Premium Dark Rums With Spot Co-Directed by Michael B. Jordan

The ad focuses on the 'angel's share' of the alcohol

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Bacardi, the spirits company that got its start in Cuba in 1862 manufacturing rum, is turning its attention to the dark premium rum segment of the category. Dark rum is considered premium because it is aged longer in the barrels than white rum.

The company has unveiled a new campaign from BBDO in New York with a long-form spot co-directed by actors Michael B. Jordan and Paul Hunter that looks at the “angel’s share.” As rum is aged in a barrel, some of the liquid evaporates, which is called the angel’s share, a term also used for other aged spirits.

The

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