For the first time in the brand’s 60-year history, Captain Morgan has kicked off a new advertising campaign taglined ‘To Life, Love and Loot’. At the core of the latest rum brand endeavor is a TV spot dubbed ‘Dive’ featuring Captain Morgan, the real-life privateer and the face of the brand.

Prior to the national debut on US TV, the videospot was first demonstrated to the atendees of 14 parties held to celebrate Captain Morgan’s birthday in the USA.

Tom Hooper, the movie director of ‘The King’s Speech’, who received Oscar as 2011 Best Director and Academy Award for Achievement in Directing, was in charge of filming the ad episodes aboard a 17th Century replica of the Galleon Andalucia. The production took place in tropical locations that the filming crew refused to disclose.

This video episodes sees the title character of the ad series, Captain Morgan taking an original decision when his crew spots an adversary ship on the horizon. Instead of firing bombs, the bucaneer dives gracefully into the sea performing the sport trick, thus, keeping the enemy amazed with his trick.

Apart from ‘Dive’, the campaign also comprises of two more video executions: a 60-second ad dubbed ‘Glass’ and 30-second spot emphasizing on the importance of responsible drinking.

Tom Herbst, Brand Director, Captain Morgan USA, comments on the new campaign, «In paying homage to Captain Henry Morgan in our marketing efforts for the first time, we took great care to ensure that his portrayal of the time period was as authentic as possible. When viewers see the spots from ‘To Life, Love and Loot,’ they will be struck by the richness and detail that only Tom Hooper can bring to life.»

The spots produced for ‘To Life, Love and Loot’ campaign will broadcast in general brand rotation in summer on top sports and entertainment TV channels.