In the rum brand's summer ad, the denizens of a small town are trapped in an endless, boring loop, thanks to the use of the Instagram fad

Bacardi integrated the omnipresent Instagram fad into their summer campaign. Created with BBDO New York, a new ad called ‘Break Free’ uses a Boomerang effect to show people trapped in a monotonous loop as they attempt to move forward and enjoy the summer.

Bacardi boomerang.gif

They are finally able to break free from their predicament—to party and enjoy the good weather—with the help of the company’s signature rum. The use of Boomerang is a smart wink to the social media savvy, and it manages to relate the brand-positive message wordlessly. The ad, which features music by Major Lazer, also kicks off a series of concerts and collectible spirits under the banner ‘The Sound of Rum.’

Bacardi | BBDO New York

Bacardi integrated the omnipresent Instagram fad into their summer campaign. Created with BBDO New York, a new ad called ‘Break Free’ uses a Boomerang effect to show people trapped in a monotonous loop as they attempt to move forward and enjoy the summer.

They are finally able to break free from their predicament—to party and enjoy the good weather—with the help of the company’s signature rum. The use of Boomerang is a smart wink to the social media savvy, and it manages to relate the brand-positive message wordlessly. The ad, which features music by Major Lazer, also kicks off a series of concerts and collectible spirits under the banner ‘The Sound of Rum.’