“Eras” marks the start of Bacardi’s newest campaign. So many beautiful things are packed into it, and knitted together so nicely, that our cups runneth over. This is us, incoherently gushing.
We’ll start with the end, because the end is the beginning: “Since 1862, the best mojitos have always been made the same way. Bacardi Mojito. The original.” Pan to the present, where a guy at a club realizes his mojito’s spent, and walks to the bar for a fresh one. As he cuts unassumingly through the crowds, the decades slip slowly backward.
Moving from that moment to the next, imagine Levi’s “Dangerous Liaisons,” except without the frenzy. The guy’s pace is leisurely, his expression politely curious. The party-goers around him are lavish in their period costumes and in their pursuits.
Those of you with the Mad Men aesthetic will get your fill, but we were partial to the more whimsical mod moments.
By the time he arrives at the bar, he’s hit 1862, a moment marked by the powerful meeting of eyes between himself and a demure brunette.
Affectionate gazes go to Young & Rubicam for the spot, which left us craving a mojito’s style if not its taste. Expect to see it run through summer on USA, TNT, TBS, Spike, IFC, FX, ESPN, Discovery and Comedy Central. Digital efforts will pan across Facebook and MySpace; Bacardi will also be doing its BLIVE tour with Matt and Kim, whose irreverent track Daylight gave “Eras” its chill languid feel.
