Cruzan Rum Wants You to Slow Down, Which Means No Speed Dating or Speed Chess

The parrot takes over

If you've been settling into a slower pace of life with Kona beers but want to move on to something stronger, Cruzan Rum might be right for you.

Building on last year's campaign, themed "The Don't Hurry," the brand illustrates that its version of relaxation isn't constricted to the kooky metaphorical island from which it hails. Nope, it's all about a state of mind—and whether you're speed dating or playing chess, you've got to kick back and savor life (and rum).

The five new spots by ad agency Walton Isaacson are similar to last year's, which highlighted the eccentric air that came with drinking the rum. This time, though, they've swapped spokesmen, promoting the soothing Barry White-esque voiced parrot.

CREDITS

Client: Beam Suntory

Vice President, General Manager, Mixables Category Business Team: Jared Fix

Senior Director, Rum and Cordials: Brendan Lynch

Senior Brand Manager, Rum: Nabil Wanna

Global Manager, Consumer and Market Insights: Janu Lakshmanan

Brand Assistant, Rum and Cordials: Corine Reed

Agency: Walton Isaacson

Co-Owners: Cory Isaacson, Aaron Walton

Executive Producer: Dana Offenbach

Group Creative Director: Miguel Garcia Castillo

Creative Director: Mark Westman

Associate Creative Director: Jose Martinez

Senior Designer: Laurent Varlet

Senior Account Director: Nick Vitellaro

Account Executive: Kelly Clark

Production Company: Tool of North America

Executive Producer: Oliver Fuselier

Director: J.J. Adler

Editing Company: Beast

Executive Producer: Peter Hulliger

Editor: Angelo Valencia

Music: Ramblin Man

Executive Producer: Yupa Wathanasin

Composer: Daniel Belardinelli