SEAGRAM BREAKS NEW CAPTAIN MORGAN TV ADVERTISING
By Adnews Staff
This spring will be the first time Seagram Canada uses television advertising for the Captain Morgan line of rums. The $2.8 million campaign will promote Captain Morgan Original Spiced Rum with a 30-second spot called "Here's to Bass." The campaign is part of an international effort which is also running in the U.S. and South Africa. The spot was created by Grey Worldwide of New York and will air on local and network stations in Ontario, British Columbia, Alberta, Manitoba, Saskatchewan and the Maritimes beginning on May 7. The spot depicts a group of "hip, high-energy" people at a house party drinking rum drinks while "Captain-inspired music" plays. The ad ends with a couple bumping into each other and the tagline "Here's to Bass." The TV advertising will be accompanied by print ads in urban weeklies and outdoor executions.