Bacardi have had a long history of producing advertising that appeals to a mass market. From their days in the fold of David Ogilvy until the more recent muddling the shit out of the Mojito in Miami, the direction has always been more about the consumer than the craft.
These, then, represent a pretty substantial step away (or towards, depending on where you sit) from the light. With slick, beautiful drinks being presented in modern bar environments. I’ve also heard tell of a third one featuring a Brit making a Mojito for the mystery guest. I’ll keep my ears to the ground for that one.
These three ads cover the main types of great cocktail experiences that are talked about currently. The Samurai could be in any standing bar in Tokyo, or indeed much of Japan, his holds, pours and cuts exemplify the Japanese style. I could only really fault the eye contact and the lack of a double strain. The Hummingbird is a very Miami style setting, and while I’m sure some will fault her for tasting the drink openly, behind her bar, I think it works. The third movie, is meant to be set in a more intimate bar where cocktails are worked out of the ether using new combinations and amazing ingredients. Think Jim Meehan in PDT, the boys at Milk & Honey or Sydney’s Eau de Vie.
I’d love to think that this was part of some larger effort, where true originals are going to picked out from around the world and invited to the private Bacardi Island for the most amazing contest the world has ever seen. I’m happy to put my hand up to be the mysterious stranger, just in case Facundo Bacardi or Seamus McBride find this at the end of a Google Alert.
Travelling the world, handing out golden (well, red and black) tickets sounds like my kind of gig.