The Party Circa 1957

Bacardi has recently celebrated their 150th anniversary. Upon reaching this milestone, an entire campaign was released to generate enthusiasm for the brand's history. This advertisement caught my attention because of it's music. I am passionate about the importance of music choice in advertising, and the song used provided the perfect spark of interest. Chambermaid Swing by Parov Stelar uses elements of 40's big band horn sections and a war era swankiness that has been reinvented in a way that the current electronic dance music movement will surely fall in love with. What I really love is that the commercial made me wonder, "What song is that?" I hope to use advertising to promote music in the future, and this commercial is a perfect example of the desired result.
The tagline, "150 years of starting parties," is excellent as well. People want something that is classy, fun, tried and true. Bacardi has shown through this commercial that they have had a history of quality and entertainment, even in an era that is typically portrayed as modest compared to current times. It's almost as if they're trying to let viewers know that it's ok to let loose but reminding them to maintain an air of sophistication. Looking further, I found that the entire website has been transformed to fit this idea. Historical videos of the brand product, logo, and business have been made to develop a deeper meaning for the company. Promotional videos of anniversary parties are also on the company's Youtube channel, showing how the brand has been throwing old style parties complete with showgirls, flappers, suits, and roulette. I think the campaign is a well developed, innovative, and fun way for Bacardi to celebrate their roots.