NORWALK, Conn., March 15, 2013 /PRNewswire/ -- Few dare to
look uncertainty straight in the eyes without blinking, or set sail
for a destination that's open-ended; however, one need only look to
the famed 17th century privateer, Captain Henry Morgan, for inspiration to live
adventurously. This inspiration comes to life today as the CAPTAIN
MORGAN® brand announced the world premiere of "Perfect
Getaway" – the first episode of the spiced rum brand's new ad
Trilogy that introduces viewers to the depths of Morgan's world and
his adventures aboard his flagship, The Satisfaction.
(Logo: http://photos.prnewswire.com/prnh/20120726/NY46254LOGO-c
)
Set in 1668 Port Royal, Jamaica, "Perfect Getaway" opens with Captain
Henry Morgan atop a ladder set
against a battery wall. With paintbrush in hand, Morgan implements
his strategy to rescue one of his crew members held captive by his
nemesis, Don Alonzo. Little do
viewers know that this prisoner is worth more than meets the
eye.
Creating a world based on the historical accounts of the
real-life Captain Henry Morgan is no
small task, which is why the CAPTAIN MORGAN® brand
worked with Academy Award-nominated director Todd Field to produce the three-part commercial
series.
"It's kind of amazing how many people are unaware that Morgan's
legacy existed long before he appeared on the label of a bottle,"
said three-time Academy Award-nominated writer/director
Todd Field. "The job of everyone on
our team was to bring Morgan's adventurous spirit to life through
this Trilogy – to try and paint as compelling a picture as possible
of his world, and the people who might have really populated it at
that time."
Shot in an undisclosed exotic location, the magnitude of the
project rivaled the work of many motion picture productions, from
explosive special effects to constructing a replica of The
Satisfaction to utilizing over 450 extras throughout the shoot.
Nathan Crowley, Academy
Award-nominated production designer for blockbusters including
Batman Begins, The Dark Knight Rises and
John Carter, also joined the
team to visually bring the world of Henry
Morgan to life.
"Successfully capturing the look and feel of a 17th
century Port Royal, Jamaica was
integral to making this project visually impactful," said Crowley.
"Our team created a world that viewers can believe in and one that
further characterizes Captain Henry
Morgan himself."
The next installment of its "To Life, Love and Loot" ad
campaign, the CAPTAIN MORGAN® brand continues to explore
the depths and complexities of the man who has become synonymous
with spiced rum, and emphasizes Captain Henry Morgan's historic legacy through the new
Trilogy episodes – each building on the one which precedes it.
"We continue to take great pride in the fact that the legacy of
our brand is built on real-life adventurer Captain Henry Morgan, and embrace his character as the
source of our inspiration for developing innovative marketing
campaigns," said Tom Herbst, Vice
President, CAPTAIN MORGAN®, Brand Director in
the United States. "Through the
Trilogy series we hope to show that every adventure is one worth
celebrating responsibly, and we hope that adult consumers
everywhere will aspire to do the same."
Created by Anomaly Advertising, "Perfect Getaway" of the new
Captain Morgan Trilogy series will
debut this Sunday, March
17th during the new episode of AMC's Walking
Dead. The :30 and :60 second spots will continue to air in
general rotation across sports and entertainment television
broadcast affiliates, including ESPN, ESPN DEPORTES and TBS, with
the remaining two episodes, "Cave" and "Fire Ship," premiering
later in 2013. In addition, each episode will be viewable on the
brand's YouTube channel (http://www.youtube.com/captainmorgan) and
Facebook page (www.facebook.com/CaptainMorganUSA).
Whether tuning in to join Captain Henry
Morgan in his episodic Trilogy or embarking on your own
adventure with your crew, the CAPTAIN MORGAN® brand
reminds adult consumers everywhere to raise your glass – always in
moderation!
About Diageo
Diageo (Dee-AH-Gee-O) is the world's
leading premium drinks business with an outstanding collection of
beverage alcohol brands across spirits, beer and wine. These brands
include Johnnie Walker, Crown Royal,
JεB, Windsor, Buchanan's and
Bushmills whiskies, Smirnoff, Ciroc and Ketel One vodkas, Baileys,
Captain Morgan, Jose Cuervo,
Tanqueray, Guinness, Beaulieu
Vineyard and Sterling Vineyards Wines.
Diageo is a global company, with its products sold in more than
180 countries around the world. The company is listed on both the
New York Stock Exchange (DEO) and the London Stock Exchange (DGE).
For more information about Diageo, its people, brands, and
performance, visit us at Diageo.com. For our global resource that
promotes responsible drinking through the sharing of best practice
tools, information and initiatives, visit DRINKiQ.com.
Celebrating life, every day, everywhere.
Contacts:
|
Jim
Sias
|
Travis
Rexroad
|
Diageo
|
Taylor
|
646.223.2305
|
704.644.6931
|
jim.sias@diageo.com
|
trexroad@taylorstrategy.com
|
SOURCE Diageo