Captain Morgan recently launched a new commercial that departs from the usual rowdy college guy approach the rum brand has been showing for years. In a little more of high concept, the commercial was surprisingly directed by Tom Cooper, a recent Oscar winner for The King’s Speech. By targeting a new calm, and perhaps mature audience, the commercial displays the Captain of the ship awoken by battle. In the heat of the naval warfare between an enemy ship, the Captain calmly strips down and walks to the plank of the dock.
In a brave and nonviolent stand, the Captain proceeds to summersault in for a swim instead of partaking in the shootout. After a jaw dropping silence, both sides applaud and collaborate for drinks as an alternative to continuing the war. The new commercial still portrays the Captain has always preferred fun to fighting but seems to take a more calm and collective approach rather than an immature ‘frat-boy’ method.
Here is the full commercial:
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