Pop star Camila Cabello has teamed up with Bacardi for their “Do What Moves You” campaign. This partnership aims to marry music, dance, and summer vibes, showcasing the vibrant spirit of Bacardi. As part of the collaboration, Cabello will lend her dynamic energy and passion for dance in a series of promotional activities.
The campaign seeks to connect with Bacardí’s demographic by tapping into the joy of music, dance, and Bacardí in the summer. The ad campaign will leverage Cabello’s Cuban roots and unique style, blending it perfectly with Bacardí’s lively brand identity.
The latest commercial from Bacardi, crafted by BBDO New York, features Cabello’s new track “I Luv It.” The ad uses a visual spectacle akin to a visual equalizer to illustrate music’s transformative power on elements like light and ambiance. With vibrant colours and energetic transitions, the ad demonstrates the bond between music and our daily experiences.
The campaign draws on the shared Cuban heritage of both Cabello and Bacardí, creating an evocative narrative.
Camila Cabello’s spirited Bacardi collaboration
Cabello’s inclusion is more than a brand partnership – it tells a story, linking the brand’s past with its ongoing attempts to stay fresh and relevant. Music here acts as a universal language, captivating audiences across different generations.
Previous campaigns have highlighted a connection with music and dance, including artists like Meek Mill and various emerging indie bands. This year’s campaign continues in the footsteps of its predecessors, featuring work from acclaimed choreographers Marine Brutti, Jonathan Debrouwer, and Arthur Hare, and directed by Nicolás Méndez.
Shot over five days in the Dominican Republic, the campaign also showcases the natural beauty and lively culture of the locale. A rigorous evaluation process and collaboration with renowned dance professionals ensured the production meets high expectations, guaranteeing an effective campaign.
Bacardí envisions adapting the “Do What Moves You” campaign continuously throughout the year. With the upcoming release of Cabello’s album “C, XOXO” on June 28th, the brand anticipates more thrilling promotions in the pipeline.
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