Bacardi will release a dance-themed advertising campaign across search, social, out-of-home and video sites this summer, where images tell the story from the waist down.

The brand deliberately chose not to show any faces because faces are usually what marketers use to convey emotion. Instead, Bacardi focuses on the high-energy beat that is intended to inspire people to do what moves them.

Bacardi’s focus on making or funding music is what inspired the new tagline, “Do What Moves You.” 

Laila Mignoni, director of creative excellence, Bacardi, believes the brand inspires movement both physical and emotional, and that dance expresses the purest form of movement.

Bacardi has been working with BBDO Worldwide on the creative part for all its global campaigns since 2015. Much of the focus on music is on people making music –whether walking or working or simply moving.

The latest ad — a one-minute spot directed by Tom Kuntz — features an eclectic group of friends who dance and meet up for a rum-fueled night in the Caribbean. The five dancers are from Los Angeles, Miami, Jamaica, the Dominican Republic and Mexico. 

Kuntz is best known for his music videos and television advertising campaigns such as the Old Spice spot “Smell like a Man, Man.”

The music was created by Major Lazer, and choreographed by dance legends Rich&Tone.

Throughout the Bacardi spot, each friend dances to create a different musical sound through movement expressed through their hips, legs, and feet. As the group comes together, their sounds does too, forming a track by DJ trio, Major Lazer, longtime Bacardi friends and collaborators.

On digital the spot will run programmatically, on full-episode players and music partner sites such as Spotify, Revolt, Fader, Fuse, Stereogum, Billboard, Complex, and Sound Cloud, among others. The ad also will run on players such as Vevo and Hulu that run full episodes.

The search campaign will drive consumers to “cocktail content,” but the company also put a focus on buying up brand terms that can drive consumers to the campaign.

Bacardi’s current plan for OHH includes one main billboard in Miami located at Miami Marquis at Biscayne Boulevard.

Social media includes Facebook, Instagram, and YouTube.

The campaign includes dance-themed out of home and a musical social campaign set to debut later this summer.