Diageo launches overseas spot in Australia for Captain Morgan via Anomaly NY + Smuggler LA
Diageo, the maker of Captain Morgan Original Spiced Gold, has launched its ‘Designated Driver’ advertisement, via Anomoly New York, in Australia to remind adults to do the right thing and designate a driver on a night out.
The advertisement features the brand’s buccaneering forefather, Captain Henry Morgan, and his lively crew being rowed back to their boat by their own designated driver, ending with the tagline ‘Designate a driver, Captain’s orders’.
Matt Bruhn, Diageo Australia marketing director says that Australia has made significant progress on reducing drink driving, through blood alcohol (BAC) limits, effective enforcement and awareness campaigns. The new ‘Designated Driver’ advertising campaign aims to promote further awareness of this issue amongst young adults.
Says Bruhn: “The idea behind the ‘Designated Driver’ ad is that you can still have a great night out with your mates providing you have a designated driver to get everyone home safely at the end of the night. It’s a serious message but delivered in a humorous and engaging way which encourages young adults to make positive choices for themselves.
“This latest campaign is part of Diageo Australia’s ongoing work to promote responsible drinking. It follows Diageo’s ‘Don’t See a Great Night Wasted’ print advertising campaign which provided practical reminders, such as eating food and drinking water, to encourage young adults to stay in control on a night out.”
The ‘Designated Driver’ campaign will run on YouTube and in cinema for six weeks. It is part of a wider Captain Morgan Original Spiced Gold marketing campaign, ‘Live Like the Captain’, which encourages the target audience to embody the spirit of the brand’s icon, Captain Henry Morgan, while behaving responsibly.
The brand, which was brought back into the Diageo Australia portfolio in 2012.
Creative Agency Anomaly
Ex. Creative Director/Partner Mike Byrne Anomaly
CD / Art Director Jon Zast
CD / Copywriter Andy Carrigan
Head of Production Andrew Loevenguth
Brand Director Franke Rodriguez
Account Director Keiko Kurokawa
Account Supervisor Lindsey Kister
Prod. Company: Smuggler
Director: Tom Hooper
Director of Photography Ben Smithard
Executive Producer/Partner Brian Carmody
Executive Producer/COO Lisa Rich
Executive Producer Allison Kunzman
Exec. Producer/HOP Laura Thoel
Production Supervisor Lesley Chilcott
Producer J M De la Fontaine
Production Designer Eve Stewart
Costume Designer Paco Delgado
Editorial Rock Paper Scissors
Editor Adam Pertofsky
Exec. Producer Eve Kornblum
Producer Helena Lee
Editorial Assistant Aaron Tompkins
Post Company 3
Telecine Tim Masick
Executive Producer Tara Dowd
Visual efx/Flame Framestore
Flame Artist Ben Cronin
Executive Producer James Razzal
Senior Producer Satoko Iinuma
Mix AudioEngine
Mixer Tom Goldblatt
Sound Design Noises Digital
Sound Designer Kim B. Christensen
Original Music (Dive) Pull Music
Composer Mitch Davis
Executive Producer Scott Brittingham
Music (Ride Home) Iggy Pop – “The Passenger”
Music Clearance Cornerstone
5 Comments
wow..that was 15 seconds i’ll never get back
Yeah, but it’s no Deso
http://www.youtube.com/watch?v=syWsq30QadY
I didn’t even have to watch it. The PR release told me everything.
That desk song is worse than new kids on the block’s anti drug campaign in the 80s.
8 executive producers on that credit list. That’s a lot of executiveness, isn’t it?