The creators of the commercial for the famous alcoholic drink took the increasingly popular ASMR approach.
The Bacardi commercial is interesting in that it does not use the traditional approach, when only music and human voices are used, but is literally filled with recognizable sounds of the bar - the clink of bottles, the clapping of opening caps, the clinking of ice in glasses, etc. Against the background of a fairly simple rhythmic musical accompaniment, a very interesting composition is obtained that will appeal to the regulars of the bars. By the way, the people who starred in the video are the best bartenders from around the world. Each of them even developed a unique cocktail recipe inspired by the original advertisement.
The video was called "Sound of Rum". The concept on which it is based is called ASMR (Autonomous Sensory Meridian Response). This term refers to a phenomenon that has not yet been studied enough, when a person has pleasant sensations, such as a tingling in the back of the head or goosebumps, caused by a number of various stimuli, sound, visual or tactile. Bacardi ads use "cocktail noises" as stimuli.
ASMR has already been used in advertising many times. So, recently I used a similar effect Zippo company - the video was filled with the famous sounds of the legendary lighters, so familiar to their fans. The characteristic sound range was also used to advertise Michelob beer, produced by AB InBev. There are other examples, some of them longer than the fairly short Bacardi commercial.
The video for "Sound of Rum" was created and produced by AMV BBDO. The musical composition for it was created by the famous hip-hop producer and rapper Swizz Beatz. According to director Tucker Bliss, the video "draws inspiration from the world of ASMR, focusing on instantly recognizable and familiar bar sounds, trying to capture what rum can sound like." It should be noted that they did a great job.